Detailed Information
Cited 0 time in 
Cited 0 time in 
Cited 0 time in
Metadata Downloads
Big data based decision making for the selection of celebrity advertising model: A Korean Case
- Authors
- Woo, Mina; Kim, Jinwha; Lim, Gyoo Gun
- Issue Date
- Jun-2018
- Publisher
- International Forum of Management Scholars (INFOMS)
- Keywords
- Advertisement model; Big data; Celebrity advertisement; Image suitability; Match-up hypothesis theory
- Citation
- International Journal of Operations and Quantitative Management, v.24, no.2, pp 153 - 172
- Pages
- 20
- Indexed
- SCOPUS
- Volume
- 24
- Number
- 2
- Start Page
- 153
- End Page
- 172
- ISSN
- 1082-1910
- Abstract
- This study presents a method of big data analysis which enables to choose appropriate candidates for advertising model. For five famous Korean sports celebrities and eight commercial products, this study collected 5,844,167 data from Twitter and blogs. Employing the big data analysis, we found their mutual keywords by using the proposed keyword frequency analysis. Using big data analysis is very effective because the image suitability between products and advertising models can be checked in advance, while in the past enterprises had to pay high cost to the advertising model with a risk on the image suitability between model and product.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - 서울 경영대학 > 서울 경영학부 > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
Related Researcher
- Lim, Gyoo Gun
- SCHOOL OF BUSINESS (SCHOOL OF BUSINESS ADMINISTRATION)