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국내 버츄얼 인플루언서의 인스타그램 수용자 반응
The Response of Domestic Virtual Influencer'S Instagram Audience 원문보기

디지털융복합연구 = Journal of digital convergence, v.19 no.11, 2021년, pp.471 - 483  

한기향 (건국대학교 패션디자인학과)

초록
AI-Helper 아이콘AI-Helper

본 연구는 가상 인플루언서 마케팅의 출발선에서 가상 인플루언서에 대한 수용자의 반응을 알아보는 것을 목적으로 한다. 이에 국내에서 활동 중인 가상 인플루언서의 인스타그램에서 게시글과 댓글, '좋아요' 수와 동영상 리뷰 수를 수집하였다. 자료의 수집과 분석에는 Python 3.7과 Textom을 사용하였다. 감성 분석결과, 긍정 감성이 부정과 중립의 감성보다 높게 나타났으며, 긍·부정 모두 가상 인플루언서의 외모가 주요한 요인으로 나타났다. 중립의 감성에서 가상 인플루언서에 대한 소비자의 관심을 유추할 수 있었다. 본 연구는 가상 인플루언서에 대한 소비자의 반응을 알아보고 가상 인플루언서에 대한 긍정과 부정의 감정에 대한 요인을 파악하여, 가상 인플루언서 마케팅의 전략 수립에 도움이 될 자료를 제시했다는 것에 그 의의가 있다.

Abstract ▼ AI-Helper 아이콘AI-Helper

The purpose of this study is to find out audience' response of virtual influencer at the starting line of virtual influencer marketing. Therefore, posts, comments, number of likes, and video reviews were collected from Instagram of virtual influencers active in Korea. Python 3.7 and Textom were used...

주제어

#가상 인플루언서   #인스타그램   #소셜 빅데이터 분석   #댓글 분석   #감성 분석  

표/그림 (8)

참고문헌 (51)

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