Topic Modeling Analysis of Social Media Marketing using BERTopic and LDA

Topic Modeling Analysis of Social Media Marketing using BERTopic and LDA

Purpose: The purpose of this study is to explore and compare research trends in Korea and overseas academic papers on social media marketing, and to present new academic perspectives for the future direction in Korea. Research design, data and methodology: We used English abstract of research paper (Korea’s: 1,349, overseas’: 5,036) for word frequency analysis, topic modeling, and trend analysis for each topic. Results: The results of word frequency and co-occurrence frequency analysis showed that Korea researches focused on the experiential values of users, and overseas researches focused on platforms and content. Next, 13 topics and 12 topics for Korea and overseas researches were derived from topic modeling. And, trend analysis showed that Korean studies were different from overseas in applying marketing methods to specific industries and they were interested in the short-term performance of social media marketing. Conclusions: We found that the long-term strategies of social media marketing and academic interest in the overall industry will necessary in the future researches. Also, data mining techniques will necessary to generate more general results by quantifying various phenomena in reality. Finally, we expected that continuous and various academic approaches for volatile social media is effective to derive practical implications.