Big data based decision making for the selection of celebrity advertising model: A Korean Case

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.