식품 프랜차이즈의 인스타그램 마케팅에 대한 빅데이터 분석 : 교촌치킨의 공식계정 데이터를 중심으로

Using Instagram big data, this study explores how companies that are information providers and public who are customers in SNS marketing of chicken food franchise (Kyochon) interact. Specifically, it was intended to examine how the company's marketing characterizes the words in the comments. Current research looked at post content, comment word frequency, semantic networks, clusters, among other things. The most popular posts were those that contributed to the brand's image growth. The number of likes varied according to whether the post was a still image or a video, with the former obtaining more than the latter. People used terms like eating, tasty, good, and the greatest to emphasize their faith in Kyochon. The semantic network revealed that words connected with flavor had a substantial number of linkages. Cluster analysis found two major clusters connected to events and new menus, positive images and loyalty, as well as two minor clusters relating to sharing and involvement, likes and dislikes, and living together. This study was able to find out the Instagram marketing method of food franchises. In addition, it has academic significance in that users' reactions can be grasped in connection with SNS characteristics such as exchange of opinions, public opinion formation, and interaction.