A study on strategies to revitalize professional baseball teams using social big data analysis : Focusing on the KT Wiz team

This study aimed to provide marketing strategies for increasing attendance and revitalizing professional baseball teams by utilizing social big data analysis. To achieve this, text mining, TF-IDF, centrality measures, and semantic network analysis were conducted using Textom and Ucinet6. The study period was limited from January 1, 2015, to June 30, 2024. The analysis results showed that, firstly, in professional baseball, professional baseball teams, Shinhan Bank, and Gocheok Sky Dome were identified. Secondly, in the KT Wiz factors, players such as Kang Baek-ho, Hwang Jae-gyun, and Park Byung-ho, who represent or have represented KT Wiz, were extracted, along with words related to uniforms, sales, attending games, and cheering. Thirdly, in terms of game records and results, words related to game outcomes such as wins, losses, losing streaks, runs allowed, and hits were extracted, as well as terms related to game records such as starting pitchers, pitchers, batters, and appearances. Fourthly, in the media factors, words related to media such as photos, reporters, and media outlets, as well as Manager Lee Kang-chul, were extracted. Finally, in the category of food around the stadium, words like popular restaurants, cafes, information, and site maps were identified. Therefore, it is expected that the results of this study can serve as basic data for revitalizing the KT Wiz team and increasing attendance.