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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。
Abstract：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 We Chat 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.
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(1)数据来源:新浪http://tech.sina.com.cn/i/2017-08-09/doc-ifyitapp3476655.shtml(2017-08-09)[2017-09-20].
(1)微博开放商业数据API为企业接入者提供便捷的获取微博官方数据的通道,从而使企业接入者可向微博账号提供数据分析、舆情监控、企业运营等服务。商业数据API提供REST接口,接入方通过主动调用REST API的形式,获取微博、评论、官方分析数据,包括历史全量数据、用户行为、活跃及互动粉丝数据、粉丝变化趋势等。
(1)曝光量指单条微博最大可能性地触达到多少网民,曝光量=发布微博的粉丝数+转发微博的粉丝数
(2)互动量=转发数+评论数+点赞数
(1)指有尝试意愿并在第一次消费之后做出积极评价的消费者群体。
(2)被“种草”:网络流行语,指受他人推荐,或自己根据外界信息,对某事物产生体验或购买欲望。
(3)网络流行语,“马”和“码”都是Mark的音译,意为先标记下来。
基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2018.04.007
中图分类号:F713.55;G206
引用信息:
[1]周延风,张婷,陈少娜.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[J].商业经济与管理,2018,No.318(04):70-80.DOI:10.14134/j.cnki.cn33-1336/f.2018.04.007.
基金信息:
国家自然科学基金“危机情境下企业社会责任对品牌的庇护及修复作用研究”(71372153);; 教育部人文社会科学基金项目“中国慈善组织由‘行政化’向‘市场化’转型的动因及路径分析”(13YJA630147);; 广东省自然科学基金“危机事件后慈善组织信任的修复机制及其对捐赠行为影响研究”(2016A030313764)