Corporate Role in Developing Positive Network Marketing Discourse: A Case Study of Atomy

다국어 초록 (Multilingual Abstract)

Purpose: Network marketing generally has a negative social image; however, in Korea, specific companies have made efforts to change their image, and this has played an important role in formulating their positive social discourse. Discourse analysis surrounding network marketing is important, as it identifies the cooperative role of companies and constantly communicates with the public for continuous development of network marketing. Additionally, revealing the role of the entity in the discourse will help establish a pro-consumer, prosocial management strategy for the enterprise.
Research design, data, and methodology: In this study, we explore network marketing image conversion keywords and the role of Atomy on the basis of the network marketing discourse analysis. We conducted text mining (TF-IDF/Centrality) by collecting textual data about network marketing found in the Internet news and blogs during 2009–2018. Through text mining, we identify important words in network marketing discourse and identify keywords in the center of the connection. In addition, we construct a correlation matrix of co-occurrence frequency of words and use it as a data set for network analysis. Further, through network analysis method we analyzed and classified discourses.
Results: As a result of data mining, the discourse surrounding network marketing is gradually altering negative keywords, such as early pyramid distribution and illegality, into positive words, such as success, opportunity, and familiarity. As a result of the network analysis, the role of Atomy in the discourse is clustered with keywords such as success, recognition, and business. Thus, Atomy has played a positive and cooperative role in the social awareness change of network marketing. In particular, Atomy's CSR activities and social proliferation of management values played a major role in converting negative awareness of network marketing into positive awareness.
Conclusions: As an innovative distributor, Atomy is considered to have contributed positively to the network marketing image transition in the process of enhancing its image. In particular, the image and role of Atomy in the network marketing discourse suggests that future network marketing firms need strategic promotion to combine various social activities/donation cultures/service activities, beginning with a friendly image formation that allows them to communicate with consumers.

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