원문정보
초록
영어
This study addresses the need to understand brand success by analyzing a crucial source of customer feedback: online reviews. We designed a comparative analysis to investigate the different factors that drive the success of two major fast-food brands, BBQ and KFC, in the competitive market. To achieve this, we combined several advanced analytical techniques, including text mining, sentiment analysis, TF-IDF, and CONCOR network analysis, to systematically process and evaluate their respective customer review data. Our results from the sentiment analysis showed that both brands garnered strong positive feedback, progressing from 'satisfaction' to 'recommendation' and 'best.' The TF-IDF analysis successfully identified key keywords for each brand, while the CONCOR network analysis revealed distinct competitive clusters: 'quality, localization, and service' for BBQ and 'price, convenience, and global' for KFC. These findings provide valuable insights into brand strategy. The effects of this study are the proposal of four major success factors— advanced localization, quality control, data capability strengthening, and local partnerships—which offer a strategic framework for businesses operating in this industry.
목차
1. Introduction
2. Related Work
2.1 Big Data and Sentiment Analysis
2.2 TF-IDF And Network Analysis
3. Research Methods
3.1 Data Collection
3.2 Analysis Procedure
4. Analysis Results
4.1 TF-IDF Keyword Comparative Analysis
4.2 Comparison of Detailed Sentiment Category Frequencies
4.3 Comparison of Localization Networks as Core Keywords
5. Conclusion
References