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KMID : 1155220180430010070
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Journal of the Korean Society of Health Information and Health Statistics
2018 Volume.43 No. 1 p.70 ~ p.79
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Response Analysis of Stop Smoking Campaign Webtoon Using Text Mining Technology: Focused on the “Tale of Cigarette” Comments
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Lee Dong-Kyun
Lee Seo-Joon
Choi In-Young
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Abstract
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Objectives: Recently, webtoons have been developed through a variety of fields’ advertisement platforms as well as non-smoking campaign. However, the only way to evaluate the effect of brand webtoons is limited to ratings, comments, and page views so far. Our research analyzed smoking cessation advertising brand webtoon’s comments by using text mining method.
Method: We chose the “Tale of Cigarette” webtoon which was well known as a cartoon for non-smoking campaign. Its rating was 9.91 rated by 107,264 readers. We analyzed the association between frequent morpheme and morpheme, and also analyzed sentiments embedded in user comments. A total of 20,560 comments were manually exported from Naver webtoon site and 18,117 comments were used for morpheme analysis and sentiment analysis.
Results: Frequent morpheme analysis results showed that the ‘cigarette’ was most frequent, and was followed by other words such as ‘smoking cessation’, ‘human’, ‘smoker’, ‘dad’, ‘please’, ‘smoking’ in ranking. Comments were converted through transaction for association analysis. Support, confidence and lift were applied to the transaction data to check for association patterns, and results showed high lifts between the word ‘cigarette’ and words ‘smoking’, ‘tax’, ‘street’, ‘smell’, and ‘smoke’. Sentiment analysis results showed that negative sentiment in the early episodes changed into positive sentiment as the episodes progressed.
Conclusions: Our results showed that the webtoon was an effective media as a non-smoking campaign. In order to successfully advertise smoking cessation through brand webtoon, it was important to convince the users and make them understand the harmful effects of smoking. In addition, it was equally important to ultimately make them quit through repeated publishing, and to attract them to smoking cessation related topics.
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KEYWORD
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Smoking cessation, Webtoon, Comments, Text mining
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Listed journal information
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