(The) volume and valence effect of e-WOM (Word-of-Mouth) on TV viewership온라인 구전 효과가 TV 시청률에 미치는 영향에 관한 연구

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Online reviews have become an important source marketing managers use to understand customer preferences. This research aims to explain TV viewership and obtain customer insights from user-generated online reviews. Researchers study TV viewership of dramas because they have continuity and easily go viral. This study considers both the volume and valence of online reviews, by examining volume indicators other than the number of comments (e.g. number of ‘Likes’, number of video views) and valence employing the semantic orientation method, one of two sentiment classification methods. The sentiment classification shows that 98.43% of documents are classified by method, with an accuracy of 85.6%. Volume and valence estimates are analyzed in a regression model, and the results indicate that the content of online reviews has significant impact on TV viewership, and video clips are more effective marketing tools than news. Theoretically, the study explores the effect of online word of mouth from various sources of data, and it successfully classifies sentiments by developing a domain-specific dictionary that also incorporates language distortions in the online space. Managerially, this work will provide guidance to practitioners in the TV industry managing various marketing tools to facilitate online word of mouth.
Advisors
Kim, Hye-jinresearcher김혜진researcher
Description
한국과학기술원 :기술경영학과,
Publisher
한국과학기술원
Issue Date
2016
Identifier
325007
Language
eng
Description

학위논문(석사) - 한국과학기술원 : 기술경영학과, 2016.2 ,[iii, 26 p. :]

Keywords

e-WOM (Word-of-Mouth); Sentiment classification; Semantic orientation; TV viewership; Korean text-mining; 온라인 구전 효과; 감정 분류 기법; 의미지향성; 시청률; 한국어 텍스트마이닝

URI
http://hdl.handle.net/10203/221313
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=649356&flag=dissertation
Appears in Collection
MG-Theses_Master(석사논문)
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