Abstract
This study aims to understand consumers’ needs and provide preliminary data capable of providing products or service differentiated from competitors by analyzing SNS social big data on outdoor sportswear. For the foregoing, this study selected Kolon Sports, North Face, Black Yak, Eider and Nepa as subjects of research, and produced the following conclusions by analyzing the frequency of mention, associated words and positive/negative associated words on the SNS(twitter, blog) through the Social MaxtixTM service of Daum Soft Inc. for a period of one month from November 29 to December 29, 2016. First, the brand which was mentioned the most on the SNS out of outdoor sportswear brands was Kolon Sports as 3,445 cases on twitter and 156 on blog. Second, the word shown associated the most with outdoor sportswear brand was Attribute showing unique characteristics of outdoor sportswear, which was total 23,376 cases, and Third, as for positive/negative associated words on outdoor sportswear brands, results show that total 2,494 cases were associated with positive words.
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