댓글기반 콘텐츠 네트워크 분석을 통한 확산 영향요인 연구: 유튜브(Youtube)를 중심으로

Abstract

소셜 미디어(Social Media)가 등장하기 시작하면서 대표적인 콘텐츠기반 소셜 미디어 서비스인 유튜브(Youtube)가 빠르게 확산되고 있다. 이러한 유튜브는 일반적인 콘텐츠 서비스와는 다르게 사용자들의 참여와 공유로 많은 데이터가 축적되고 있다. 이렇게 축적된 데이터들을 활용하여 유튜브와 같은 개방형 콘텐츠서비스가 확산 시 가지는 구조적인 특성 및 현상에 대해서 규명할 필요가 있다. 따라서 본 연구는 유튜브의 조회 수와 기존에 연구된 영향요인 간에 인과관계를 살펴보고 콘텐츠 중심의 네트워크 구조를 추가하여 연구를 진행하였다. 그리고 콘텐츠 간 네트워크 구축 시 단순히 키워드를 검색엔진에 넣고 유사 콘텐츠의 네트워크 형성에 그치는 것이 아니라 동일 댓글자 등 추가적인 방안을 통해 보다 세밀한 네트워크를 구축하였다. 추가적으로 확산속도 차이에 따라 인기 콘텐츠와 비인기 콘텐츠로 구분하고 조회 수에 미치는 영향에 대한 차이를 분석하였다. 이러한 학문적인 연구를 통하여 유튜브 콘텐츠 확산에 대한 영향요인과 현상을 네트워크 구조적인 측면에 대하여 설명하고 규명하였다. 그리고 사회적인 측면에서는 기업들이 유튜브와 같은 개방형 콘텐츠 서비스를 통한 마케팅 활동 등을 할 때 콘텐츠들의 구조적인 면을 고려할 수 있도록 기반을 마련하고자 하였다.| Social media has begun to emerge and content services are becoming variety. And content based social media service has been changing with the trends. YouTube is different from the common content service. The reason is that users are participating in content creation and provides, so a lot of data is accumulated in the YouTube. By utilizing the accumulated data, it is important to understand about open content services such as YouTube having network structural characteristics and diffusion phenomena. In this paper the causal relationship between view count and existing common factors that were studied. And content based network structures was conducted by adding the study. When building a content-based network, keywords into the search engine to establish a network of similar content. And utilizing the same user's comments were more detailed network. In addition, the difference in the diffusion rate of the target were divided into popular content and unpopular content, and conduct a study on the effect of views on the Youtube. In this study has found factor and phenomenon of contents diffusion about aspects of the network structure in Youtube. And also this research provides marketing activities based on the structural aspect through open content service such as Youtube.; Social media has begun to emerge and content services are becoming variety. And content based social media service has been changing with the trends. YouTube is different from the common content service. The reason is that users are participating in content creation and provides, so a lot of data is accumulated in the YouTube. By utilizing the accumulated data, it is important to understand about open content services such as YouTube having network structural characteristics and diffusion phenomena. In this paper the causal relationship between view count and existing common factors that were studied. And content based network structures was conducted by adding the study. When building a content-based network, keywords into the search engine to establish a network of similar content. And utilizing the same user's comments were more detailed network. In addition, the difference in the diffusion rate of the target were divided into popular content and unpopular content, and conduct a study on the effect of views on the Youtube. In this study has found factor and phenomenon of contents diffusion about aspects of the network structure in Youtube. And also this research provides marketing activities based on the structural aspect through open content service such as Youtube.