소셜 미디어 빅데이터를 활용한 고향사랑기부제 분석

• 영문명: An Analysis of the Hometown Love Donation Program: Focus on Social Media Big Data
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 박병현(Byeong-Hyun Park) 김현민(Hyun-Min Kim) 남장현(Jang-Hyeon Nam)
• 간행물 정보: 『아태비즈니스연구』제16권 제2호, 431~447쪽, 전체 17쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2025.06.30

국문 초록

Purpose - This study analyzes how the Hometown Love Donation Program is discussed on online platforms using social media big data, aiming to identify its discourse structure and public perception. Design/methodology/approach - A total of 4,971 data points were collected from January 2023 to March 2025 across Naver, Daum, Google, and Facebook. Text mining, social network analysis (SNA), and CONCOR analysis were applied. Keyword characteristics and discourse structures were compared across channels. Findings - Keywords related to economic incentives—such as “Donation program,” “Donation,” “Incentive Gifts,” and “Tax Benefits”—were most prominent. Websites and news emphasized policy credibility; blogs and cafes highlighted personal experiences and benefits. Facebook focused on events and campaigns. Cluster analysis identified eight thematic clusters, including return gifts, tax benefits, and local engagement, confirming the program’s multi-layered nature. Research implications or Originality - This study provides a multi-channel analysis of public discourse on the Hometown Love Donation Program, addressing a research gap in this area. The findings offer foundational insights for developing channel-specific communication strategies. The prominence of return gifts and tax benefits as participation drivers highlights key considerations for future policy improvement.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법론

Ⅳ. 실증분석 결과

Ⅴ. 결론

References

키워드

Hometown Love Donation Program Social Media Big Data Analysis Text Mining Social Network Analysis (SNA) Incentive Gifts and Tax Benefits

참고문헌

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