지역마케팅 콘텐츠의 사용자 반응패턴과 품질특성에 관한 탐색적 분석: 지방자치단체가 운영하는 SNS를 중심으로

Abstract

Purpose The purpose of this study is to explore the pattern of user response and it's duration time through social media content response analysis. We also analyze the characteristics of content quality factors which are associate with the user response pattern. The analysis results will provide some implications to develop strategies and schematic plans for the operator of regional marketing on the SNS.

Design/methodology/approach This study used mixed methods to verify the effects and responses of social media contents on the users who have concerns about regional events such as local festival, cultural events, and city tours etc. Big data analysis was conducted with the quantitative data from regional government SNSs. The data was collected through web crawling in order to analyze the social media contents. We especially analyzed the contents duration time and peak level time. This study also analyzed the characteristics of contents quality factors using expert evaluation data on the social media contents. Finally, we verify the relationship between the contents quality factors and user response types by cross correlation analysis.

Findings According to the big data analysis, we could find some content life cycle which can be explained through empirical distribution with peak time pattern and left skewed long tail. The user response patterns are dependent on time and contents quality. In addition, this study confirms that the level of quality of social media content is closely relate to user interaction and response pattern. As a result of the contents response pattern analysis, it is necessary to develop high quality contents design strategy and content posting and propagation tactics. The SNS operators need to develop high quality contents using rich-media technology and active response contents that induce opinion leader on the SNS.