패션콘텐츠 미디어 환경 예측을 위한 해외 SPA 브랜드의 SNS 언어 네트워크 분석
Estimating Media Environments of Fashion Contents through Semantic Network Analysis from Social Network Service of Global SPA Brands
- 발행
- 2019 등록KCI API에는 발행일 항목이 없어 원문 등록일을 쓰고 있습니다. 실측으로 발행보다 최대 6년 늦습니다 — 재수집하면 발행연월로 바뀝니다.
- 출처
- 국내 KCI
- DOI
- 10.5850/JKSCT.2019.43.3.427
- 원문
- 원문 보기 ↗
개념
키워드
해외 SPA 브랜드, 소셜 네트워크 서비스, 언어 네트워크 분석, 패션콘텐츠, 미디어 환경, Global SPA brands, Social network service, Semantic network analysis, Fashion contents, Media environments
초록
This study investigated the semantic network based on the focus of the fashion image and SNS text utilized by global SPA brands on the last seven years in terms of the quantity and quality of data generated by the fast-changing fashion trends and fashion content-based media environment. The research method relocated frequency, density and repetitive key words as well as visualized algorithms using the UCINET 6.347 program and the overall classification of the text related to fashion images on social networks used by global SPA brands. The conclusions of the study are as follows. A common aspect of global SPA brands is that by looking at the basis of text extraction on SNS, exposure through image of products is considered important for sales. The following is a discriminatory aspect of global SPA brands. First, ZARA consistently exposes marketing using a variety of professions and nationalities to SNS. Second, UNIQLO 's correlation exposes its collaboration promotion to SNS while steadily exposing basic items. Third, in the case of H&M, some discriminatory results were found with other brands in connectivity with each cluster category that showed remarkably independent results.