소셜 빅데이터를 활용한 올림픽 · 월드컵 화제성에 관한 연구

Abstract

The purpose of this research is to understand the degree of concern about the Olympic Games and FIFA World Cup and to suggest basic data for establishment of marketing strategies through collecting search volume in the venue of those two events and finding its decision factors and the difference in search volume by country, region, season, and venue.BR For the purpose of the study, we collected data from 4 countries, Canada, the UK, Brazil, and South Korea - for comparison with domestic data - where Olympics and World Cup were held from 2010 to 2014, and 5 events were selected as the subjects of the study (the Vancouver 2010 Olympic Winter Games, 2010 FIFA World Cup South Africa, the London 2012 Olympics Games, the Sochi 2014 Olympic Winter Games, and 2014 FIFA World Cup Brazil). Oneway ANOVA and DecisionTree were used for statistical processing. The conclusion of this study are as follows.BR BR 1. Is there difference between the search volume between the Olympic Games and FIFA World Cup?BR The search volume was different between the Olympic Games and FIFA World Cup: it was greater in FIFA World Cup in all events and duration between 2010 and 2014. In the UK and Brazil which top soccer countries, the search volume for FIFA World Cup was greater than that of the Olympics.BRBR 2. Is there difference by countries regarding the degree of concern about the (summer/winter) Olympics and FIFA World Cup?BR 1) The search volume for the Olympics was different by countries. In particular, throughout the target period (2010-2014), the greatest was found in Brazil, while low in South Korea and the UK. No difference was found during the events.BR 2) There was no difference by countries in search volume for FIFA World Cup.BRBR 3. Is there difference in the degree of concern by season (off-season, Winter Olympics, Summer Olympics, FIFA World Cup, before and after Winter Olympics, before and after Summer Olympics, and before and after FIFA World Cup)?BR 1) The search volume for the Olympics was different by season. It reached its peak during the events, with the highest for the Summer Olympics.BR 2) The search volume for the FIFA World Cup was different by season. It reached its peak during the events, with the highest just before the events.BRBR 4. Is there difference according to hosting experience (current venue, previous venue, next venue, no hosting experience)?BR 1) The search volume for the Olympics was different by hosting experience. It was the highest in the current venue while the lowest in the countries with no hosting experience.BR 2) The search volume for FIFA World Cup was not different by hosting experience.BRBR 5. Is there difference by event (the Vancouver 2010 Olympic Winter Games, the London 2012 Olympics Games, the Sochi 2014 Olympic Winter Games, 2010 FIFA World Cup South Africa, and 2014 FIFA World Cup Brazil)?BR The search volume was different by event. It was high for the London 2012 Olympics Games, 2010 FIFA World Cup South Africa, and 2014 FIFA World Cup Brazil while low for the Winter Olympics (the Vancouver 2010 Olympic Winter Games and the Sochi 2014 Olympic Winter Games).BRBR 6. What are the decision factors in the search volume for the Olympics and FIFA World Cup?BR The most important decision factor of the search volume was ‘Season’ for the Olympics, ‘Country’ for the Summer Olympics , and ‘Hosting Experience’ and ‘Event’ for other seasons (Winter Olympics, before and after Summer Olympics, before and after Winter Olympics, and off-season) The greatest search volume was found in Brazil during the London Olympics, which is followed by Canada, the venue of the event, during the Winter Olympics. The third was taken by London and South Korea, which showed high search volume during the London Summer Olympics. The fourth was given to Canada during the Sochi Winter Olympics.BR In regards of FIFA World Cup, Canada’s search volume was the greatest during the FIFA World Cup Brazil, the second was Brazil’s during the FIFA World Cup South Africa, and the third was in the UK’s during the FIFA World Cup Brazil, which precedes Brazil’s during the FIFA World Cup Brazil.BR