基于社交媒体的食品企业品牌认知度挖掘--社交感知得分算法与应用

Brand recognition of food companies based on social media—Social Perception Scoring Algorithm and Application

品牌认知是品牌资产的重要组成部分,但推断品牌认知度的传统方法需要大量手工注释和上下文定制,成本高昂且结果容易过时。研究采用一种全自动、实时性、动态化的全新算法对128个食品品牌账户、424个属性示例账户,共5500多万条粉丝数据进行分析,旨在通过企业的社交网络关系推断品牌认知度。研究通过文本分析和因子分析,对食品企业的品牌认知进行识别和细分,使用社交感知得分算法计算出各属性评级,实证检验了各属性评级对产品销量的影响,并将算法的自动评级结果和调研数据进行比较,检验算法的稳健性。结果表明:食品企业的关键认知属性包括营养健康属性、休闲时尚属性、口感属性和绿色安全属性;各感知属性评级均会对产品销量产生正向影响;社交感知得分评级结果与线下调研结果具有显著的相关性,算法具有较强的稳健性。

Brand recognition is an important part of brand equity.Through factor analysis,the research breaks down the brand awareness of food companies into perceived attributes such as nutrition health,lashion leisure,taste and green salety,and analyzes the advantages and disadvantages of the brand.Traditional methods of inlerring brand awareness require a lot of manual annotation and contextual customization,which are costly and the results are easily outdated.This paper adopts a lully automatic,real-time,dynamic new algorithm to analyze 128 lood brand accounts,424 property sample accounts,and more than 55 million lan data,and inler brand recognition through brand social network relationships.The empirical test examines the impact of each attribute score on product sales,and compares the automatic rating results of the algorithm with the survey data to verily the reliability of the algorithm.The results show that each perceived attribute rating will have a positive impact on product sales;the algorithm provides a reliable and efficient method for inlerring the brand awareness of lood companies and predicting sales of lood companies for consumer-brand socialization.Further research on network relations laid the loundation.