Principal Component Analysis on the Twitter Data in the Restaurant Industry

Koumei Suzuki, Yuki Higuchi and Kazuhiro Takeyasu

International Business Research, 2019, vol. 12, issue 1, 88-98

Abstract: Social Networking Service (SNS) is prevailing rapidly in Japan in recent years. Facebook, mixi and Twitter are the popular one. These are utilized in various field of life together with the convenient tool such as smart-phone. In this paper, principal component analysis and cluster analysis are executed in order to clarify the relationship among the corporate performance and the SNS utilization condition. We focus on restaurant industry and convenience store industry, where marketing competition which utilizes SNS to consumers is fierce. Marketing application would then be extracted. Reviewing past researches, there are some related papers, but they do not handle these analysis techniques. Moreover there have been few researches made on our theme stated above. Some interesting results were obtained.

Keywords: SNS; twitter; twitter followers; principal component analysis; cluster analysis (search for similar items in EconPapers)
JEL-codes: C33 F31 F41 (search for similar items in EconPapers)
Date: 2019
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