Social Media Internet Celebrity Big Data Analysis - A Case of YouTuber

• Main Authors: WANN, DAR, 萬達
• Other Authors: Tung, Wei-Feng
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/gwk64w

碩士 === 輔仁大學 === 國際經營管理碩士學位學程 === 107 === In the social media age, the number of shared online videos and video views are constantly and rapidly increasing. Users information content has a great deal of commercial value. Therefore, this study conducted a data analysis of user feedback on videos. Such analysis and summarization can lead to the discovery of information of even greater value. We may find additional information from video comments and data that has not been noticed before. This study uses open resource sharing platforms as the main source of data to observe and record the world's top nine self-owned channels. In addition, YouTube comments were crawled with Python crawler. Analysis tools used a shared platform for keyword analysis, semantic analysis and Rstudio then summarized the results of each analysis. The results of this study demonstrate that a successful YouTube channel strategy involves not only thinking about how to create a large number of video views, but also paying attention to ways to retain viewers. Viewers have different habits according to different types of channels. Before filming, a YouTuber must consider how best to balance the return from earning endorsements against maintaining the style and quality of the video. In terms of pragmatic business value, YouTube videos are a relatively inexpensive advertising method compared to traditional TV. Advertisers should move away from commercial marketing models and traditional advertising techniques to connect with viewers through a more intimate style.