소셜네트워크서비스(SNS)와 상권 활성화에 관한 연구
Relationships between SNS and Vitality of Commercial Area
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Recent trends show the emerging commercial areas in Seoul are ever more diversified and dynamic. Meanwhile, social network services(SNS) are playing an increasingly important role in building a reputation for commercial area as more people utilize it to make travel decisions. The goal of this study is to investigate the relationship between the information on SNS with commercial areas’ vitality. Using time-series data on the number of visitors to a commercial area and the number of tweets mentioning the area, this study develops VAR and VECM models. The analysis of the search results confirms a positive impact of exposure to information on SNS on a commercial area’s vitality. Due to the difficulty in obtaining data, this study bears limitations in making seasonal adjustments for time-series data and adopting appropriate exogenous variables. Suggestions for future research include attention to variables that reflect spatial characteristics.
Abstract
Recent trends show the emerging commercial areas in Seoul are ever more diversified and dynamic. Meanwhile, social network services(SNS) are playing an increasingly important role in building a reputation for commercial area as more people utilize it to make travel decisions. The goal of this study is to investigate the relationship between the information on SNS with commercial areas’ vitality. Using time-series data on the number of visitors to a commercial area and the number of tweets mentioning the area, this study develops VAR and VECM models. The analysis of the search results confirms a positive impact of exposure to information on SNS on a commercial area’s vitality. Due to the difficulty in obtaining data, this study bears limitations in making seasonal adjustments for time-series data and adopting appropriate exogenous variables. Suggestions for future research include attention to variables that reflect spatial characteristics.
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