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A Study on the Deduction of Relevant Keywords and Establishment of Marketing Strategy by SNS Analysis: Focused in Local Festivals

Hansol Park 1, Hyeonjin Song 1, Kyung-Hee Lee 1, Jihye Kim 2, Wan-Sup. Cho 2, and Jinhyuk. Kim 3
1. Business and Data Convergence, Chungbuk National University, Cheongju, South Korea
2. BK21 Plus Big Data Service Model Optimization Team, Department of Management Information Systems, Chungbuk National University, Cheongju, South Korea
3. Bigdata, Cheongju, Chungbuk National University, South Korea
Abstract—This study suggests method to establish of marketing strategy by using relevant keywords derived from SNS big data analysis. For this study, 3 keywords (Organic, Expo, Eco-friendly) were used to collect data related to the organic-themed local festival for a year from Naver blog since Nov.01.2013. As a result, the local festival was related to ‘Children’, ‘Baby’, ‘Mom’, ‘Coffee’, ‘Experience’, ‘Event’, ‘Booth’, ‘Detergent’ and ‘Washing’. The results suggest marketing strategies to promote local festival by using relevant keywords. There is meaning that using unstructured data such as SNS big data to establish marketing strategy.

Index Terms—SNS analysis, relevant keyword, marketing strategy

Cite: Hansol Park, Hyeonjin Song, Kyung-Hee Lee, Hansol Park, Hyeonjin Song, Kyung-Hee Lee, and Jinhyuk. Kim, "A Study on the Deduction of Relevant Keywords and Establishment of Marketing Strategy by SNS Analysis: Focused in Local Festivals," Journal of Advanced Management Science, Vol. 4, No. 5, pp. 435-438, September 2016. doi: 10.12720/joams.4.5.435-438
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