소셜미디어 부동산정보와 지방 중소도시 아파트 가격 변화: 동해시 사례연구

This study empirically analyzed the effect of changes in real estate information usage behavior according to the recent trend of increasing the use of social media on apartment prices in small and medium-sized cities using the difference-in-difference method. The main results are threefold. First, changes in social media real estate information on the local small and medium-sized city housing market were observed using the keywords, and we found that the real estate information increased rapidly about 2-3 months before the apartment price rose. Second, it was found that the platform called blog plays a role as the platform where the most real estate information is provided. Third, it was confirmed that social media real estate information was a key influencing factor in apartment prices in small and medium-sized cities. Based on these results, the following implications were proposed. First of all, management supervision is necessary to predict abnormal fluctuations in the local housing market through social media real estate information monitoring and to provide correct real estate information. In addition, it is necessary to consider including social media real estate information in the housing market trend survey. Finally, to prevent confusion in the real estate market, improving the ethics of real estate information providers and platforms are needed.