Abstract
This study analyzed consumer comments in luxury product reviews using text mining. To anlyze the data, keyword frequency analysis, network analysis, and text sentiment analysis were performed using Python and Textom. The results of the study are as follows. First, we find that comments demonstrate attention and interest, consistent with the AISAS model. Second, consumers who are influenced by visual contents often become interested in YouTuber’s fashion, luxury brands, and product design. Third, people consider content to be a source of information and they think YouTubers as reference group. Some consumers experience vicarious satisfaction while others watch content for fun. In summary, fashion brands that carry out marketing using YouTube could benefit from this study by improving their communication with consumers.
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