MZ세대가 e스포츠 산업에 미치는 영향력에 관한 연구

초록

This study aims to analyze the impact of Generation MZ on the esports industry through big data analysis utilizing text mining and CONCOR analysis. For this purpose, the social big data analysis program TEXTOM was employed to conduct text mining, TF-IDF, degree centrality, and semantic network analysis. The research period was confined to 2 years and 10 months, from January 1, 2022, to October 31, 2024. The analysis yielded the following results: First, keywords such as sports, games, Korean economy, AI, market, investment, culture, enterprises, global sports events, digital technology, and content were identified, confirming that Generation MZ significantly influences various domains of the esports industry. Second, keywords such as trends, brands, K-pop, global, education, business, and strategy emerged in the context of esports marketing, highlighting Generation MZ's extensive impact on different areas of esports marketing.Third, keywords such as COVID-19, online, broadcasting, esports stars, sponsorships, products, international, and China were identified in the realm of esports consumption, indicating Generation MZ's influence on diverse aspects of esports consumption.Fourth, keywords such as metaverse, platform, development, services, matches, players, communication, and fashion were extracted in relation to digital platforms, demonstrating Generation MZ's significant impact on various facets of digital platforms. Thus, this study provides practical implications for brand and corporate marketing strategy formulation while also offering theoretical insights as an academic reference for understanding the relationship between Generation MZ’s consumption behaviors and digitalized entertainment.

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