패널자료 분석에 의한 드라마 시청자수에 대한 인터넷반응의 영향

This study examines the impact of the internet response(online reactions and news of TV dramas) on the success of dramas using data on terrestrial channels and non-terrestrial channels extracted from the weekly Internet Response DB of RACOI. The research results were as follow. First, factors affecting the number of viewers, which are the results(or output performance) of the drama, were found to be influential in the order of online postings, news on major portal sites, and the number of existing viewers. Second, the channel characteristics of terrestrial and non-terrestrial broadcasters differed in the impact on the drama's performance. The number of postings showed higher influence, and the number of news on major portal sites showed slightly lower influence in non-terrestrial than in terrestrial. Third, demographic characteristics differed in the impact on the drama’s performance. Female viewers showed more sensitive to the number of postings than male viewers. Viewers over age 50 were affected only by the number of postings, while viewers under age 50 were affected by both of the number of postings and the number of news.