An analysis of sizzle words based on co-occurrence networks

Abstract

In recent years, Sizzle Wards have been attracted attention as it is important in marketing. In this study, we analyze Sizzle Words based on the characteristics of co-occurring word networks, as a novel approach for conventional semantic-based research. We attempt to visualize the properties of sizzle word which could not be grasped by conventional analysis by cluster analysis using co-occurrence word network features such as mediocentricity and order centrality. It can be possible to grasp the contents by detecting the Sizzle word which is used with similar properties, despite the meaning and nuance being completely different.