Multiple categorizations of products: Cognitive modeling of customers through social media data mining

Gil Young Song, Youngjoon Cheon, Kihwang Lee, Heui Seok Lim, Kyung Yong Chung, Hae-Chang Rim

Research output: Contribution to journalArticlepeer-review

18 Citations (Scopus)


As various forms of social media are spreading, we often witness that an idea of an individual user drives macroscopic changes. From the perspectives of product development and marketing, the opinions left by potential consumers in online social network can generate big ripple effects. This study analyzes the user opinions in online space to grasp preferences toward various products psychologically categorized by users. We also suggest an aspect of the market mentally configured by users using network modeling while following the framework of economic sociology. Existing analyses on online market place are mainly dealing with structural issues such as inter-actor relationships and status measurement. This study, however, analyzes complex preferences regarding diverse products and brands and derives a new model for inter-market connections. We expect that our study will provide important consequences on digital marketing and community design of corporations planning word of mouth effect in online space.

Original languageEnglish
Pages (from-to)1387-1403
Number of pages17
JournalPersonal and Ubiquitous Computing
Issue number6
Publication statusPublished - 2014 Jan 1

ASJC Scopus subject areas

  • Hardware and Architecture
  • Computer Science Applications
  • Management Science and Operations Research


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