광고성 트윗과 비광고성 트윗의 확산 특성 비교 연구: 전자담배 트윗을 중심으로

초록

As social media allows people to share information and has an influence on individual opinions, firms focus on marketing using social media. This study aims to explore how firms’ commercial tweets are diffused. To do so, we compared the diffusion characteristics of commercial tweets and non-commercial tweets for electronic cigarettes, which garnered attention as substitutes after the South Korea government’s announcement to raise the price of traditional tobacco as a policy. We gathered 59,147 tweets containing the keyword “electronic cigarette” from September 11, 2014 to December 10, 2015. We categorized the collected tweets into commercial tweets and non- commercial tweets using the Naïve Bayes classification method. This study investigated the diffusion trends of commercial tweets and diffusion network between commercial tweets and users. Furthermore, the diffusion characteristics of commercial and non-commercial tweets were compared in terms of diffusion quantity, diffusion speed, and diffusion duration. An analysis of diffusion trends in each period found that the quantity of commercial tweets tended to increase sharply even when there was no particular issue unlike public opinion trends. A network analysis between commercial tweets and users revealed that there were user groups who tried to diffuse commercial tweets intentionally. Moreover, even though commercial tweets had more diffusion quantity than non-commercial tweets, their diffusion speed was slower and their diffusion duration was longer than non-commercial tweets.

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