网红社交媒体传播及消费者情感倾向分析——以网红品牌“喜茶”为例

Social Communication and Sentiment Analysis of Web Celebrities:A Case Study of Web Popular Milk Tea Brand HEYTEA

消费者个性化的需求、泛娱乐时代丰富的内容促使我国网红快速发展,他们在社交媒体上形成了广泛的影响力。然而在当前互联网及移动互联网情境下,现有网红研究缺乏以社交媒体大数据为依据进行的传播过程和消费者情感分析。文章以网红餐饮品牌"喜茶"为例,运用爬虫技术收集来自新浪微博、腾讯微信等媒体平台上有效文本数据46892条,通过数据清洗、文本挖掘及可视化分析,对网红消费者进行了画像分析,同时发现关键意见领袖的关注、转发对网红社交媒体传播具有重要作用,并且消费者在社交媒体讨论网红时具有不同的情感倾向,根据消费者态度、行为及情感倾向文章将消费者分为五类。基于此,文章提出网红品牌营销管理建议。

Consumers personalized demand and rich content in the extensive entertainment era have boosted the rapid development of web celebrities in China.Web celebrities have gained wide influence in social media.However,under the internet and mobile internet context,in the current research about web celebrities there is little analysis of social communication and sentiment analysis based on big data from social media.Taking the popular milk tea brand HEYTEA as an example,we totally collected 46892 valid text data from WeChat and Sina micro-blog by crawler technology.After data cleaning,text mining and visual analysis,we made portrait analysis for web celebrity consumers,and we also found the key opinion leader being very useful in the information communication of web celebrities,and consumers expressed different sentiment orientation when discussing web celebrities on social media.We classified the consumers into five types based on consumer attitude,consumer behavior and the sentiment analysis.Finally,this article presents the managerial implications to web the celebrity brand management.