Social Big Data Analysis of Hair Consulting Trends and Consumer Perception Changes in Scalp Skinification: LDA Topic and Sentiment Analysis (2016-2025)

This study examined the structural characteristics of discourse and changes in consumer perceptions related to scalp skinification using social big data, with the aim of identifying the key features of recent hair consulting trends. For this purpose, 124,530 valid text records collected from major online platforms between 2016 and 2025 were analyzed using keyword frequency analysis, TF-IDF analysis, LDA topic modeling, dynamic topic analysis, semantic network analysis, and sentiment analysis. The results showed that scalp skinification-related discourse was mainly structured around scalp care, hair loss prevention, functional scalp care products, and professional service experiences. In the TF-IDF analysis, functional product keywords such as serum, ampoule, and tonic, along with service-related keywords such as scalp diagnosis and head spa, showed high importance, suggesting that scalp care discourse has expanded from hygiene-centered management to a more functional and professional care framework. LDA topic modeling identified four major topics: scalp health management and professional diagnosis, head spa and wellness-based services, functional scalp care products, and hair loss prevention and hair health management. Dynamic topic analysis indicated a temporal shift from hair loss prevention and basic scalp health management toward functional products and, more recently, toward professional and wellness-oriented scalp care services. Sentiment analysis showed that positive sentiment accounted for 54.8% of the discourse, indicating generally favorable consumer perceptions.