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최종편집 : 2017.9.2 토 20:43
Campus NewsCampus News
Big Data Analysis of University Brand Reputation: CAU in 3rd Place
Kim Yeun-soo  |  lucy0815@cau.ac.kr
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승인 2017.09.01  14:13:26
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CAU earned 3rd place as a result of big data analysis about university brand reputation. Seoul National University and Yonsei University came first and second place in that order. Korea Institute of Industrial Reservations conducted a big data analysis on Korean beloved universities’ brand reputation. It analyzed 71,813,649 brand big data from June 12th to July 13th, 2017. The university brand reputation is evaluated by big data of consumers’ activities of the brand. It is divided amongst participation value, communication value, social value, market value, and financial value. It analyzes consumers' behaviors in the digital environment through the participation index, media index, communication index, and community index. The brand reputation credit can find out that consumers' online habits largely influences brand spending. Then, through the indicators made from big data analysis, it can measure positive and negative assessments of brand loyalty, media interest, amount of consumer involvement, and communication in social media. Chung-Ang University was analyzed to have 1,179,406 in the participation index, 266,317 in the media index, 1,342,300 in the communication index, 525,331 in the community index, and 3,313,353 in the brand reputation index. Koo Chang-hwan, the head of the Korea Institute of Industrial Reservations said, "From now on we not only plan to announce the brands of universities, but also various educational institutions such as colleges, vocational schools, cyber universities, and lifelong education institutes.”
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