한국스포츠경영전략연구원

ssjeon@k-spo.co.kr

Purpose: This study examines changes in public perception and support for the Korea Football Association (KFA) and its president, Chung Mong-kyu, through big data analysis. The objective of this research is to empirically assess the impact of KFA’s decision-making regarding fairness issues on public support. 

Method: The research methodology involved collecting text data containing the keyword “Chung Mong kyu” from platforms such as Naver, Daum, and Google. Data were analyzed longitudinally using sentiment analysis, TF-IDF, clustering, and group analysis. Word frequency, TF-IDF, sentiment, and network analyses were conducted on web-based social network data collected from February 2023 to October 2024. Additionally, text analysis was performed on the Korea Football Association and Archery Association using relevant keywords for the same period. 

Results: The findings of the study indicated that positive perceptions of the Korea Football Association and its president Chung Mong-kyu declined significantly from January 2024 onward. Key factors contributing to the increase in negative perceptions included the appointment of Klinsmann, the withdrawal of the match-fixing amnesty, poor performance at the Asian Cup, Klinsmann’s dismissal, and the subsequent appointment of Hong Myung-bo. Notably, concerns about the fairness of the national team coach selection process substantially influenced the development of negative public opinion. Furthermore, a comparative analysis between the Korea Football Association and the Archery Association revealed that the latter was perceived as having a higher level of fairness during the same period, resulting in a more favorable sentiment towards it. 

Conclusion: This study empirically confirms that procedural fairness in the decision-making processes of the Korean Football Association significantly influences public support. This finding suggests that maintaining fairness in the management of sports organizations is essential for fostering public trust and support. 

 Key Words： Korea Football Association, Chung Mong-kyu, Equity theory, Procedural fairness, Public support

링크: https://www.researchgate.net/publication/389056496_Big_Data_Analysis_of_the_Relationship_between_the_Fairness_of_President_Chung_Mong-kyu_of_the_Korean_Football_Association_and_Public_Support