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Marketing Analysis for Social Media: Detecting Unexpected Consumer Behavior Analysis Triggered by Topical Issues

Author

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  • Takako Hashimoto
  • Tetsuji Kuboyama
  • Yukari Shirota

Abstract

ブログや口コミ掲示版といったソーシャルメディアから製品の評判やニーズを分析する研究が盛んである。既存の研究では，特定の製品や機能に注目し，「好き」，「嫌い」，「高い」，「便利」といった典型的な評価語の発生頻度やPositive／Negative の度合いを定量化することで消費者の関心やそれに伴う消費行動の解析が行われている。しかしながら，消費者のニーズや関心は特定の製品や機能に対して直接的に示されるだけではなく，種々の時事問題を反映して間接的に示されることもあり，結果として意外な消費行動を引き起こす場合がある。時事問題をトリガーとした想定外の消費行動パターンを発見できれば，新しいマーケティングリサーチ手法となると我々は考える。そこ本論文では，口コミ掲示版の書き込みから時事問題と製品間の相関を抽出し，想定外の消費行動を発見する手法を提案する。提案手法は，まず時事問題と各種製品間の時系列相関をDynamic Time Warping 法により算出し，時事問題との間に想定外の相関関係をもつような製品候補を抽出する。さらにその製品候補の口コミ掲示版において発生する語の共起関係をベースに消費者の書き込みをネットワーク構造化し，話題構造の推移を時系列で可視化する。時系列グラフ構造の動的な振舞いを分析することで，時事問題をきっかけとした想定外の消費行動を抽出していく。我々の手法により，時事問題に対して一見無関係に思われる製品に対する消費者の想定外の消費行動を分析することが可能となる。

Suggested Citation

  • Takako Hashimoto & Tetsuji Kuboyama & Yukari Shirota, 2012. "Marketing Analysis for Social Media: Detecting Unexpected Consumer Behavior Analysis Triggered by Topical Issues," Gakushuin Economic Papers, Gakushuin University, Faculty of Economics, vol. 48(4), pages 285-302.
    • Handle: RePEc:abc:gakuep:48-4-5
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    References listed on IDEAS

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    1. Otranto, Edoardo, 2010. "Identifying financial time series with similar dynamic conditional correlation," Computational Statistics & Data Analysis, Elsevier, vol. 54(1), pages 1-15, January.
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