2018 04 No.318 70-80
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
基金项目(Foundation):
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)
邮箱(Email):
DOI:
10.14134/j.cnki.cn33-1336/f.2018.04.007
中文作者单位:
中山大学管理学院;
摘要(Abstract):
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。
关键词(KeyWords):
网红;;情感分析;;社交媒体;;用户生成内容;;意见领袖
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参考文献
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[2]IYENGAR R,BULTE C V D,VALENTE T W.Opinion leadership and social contagion in new product diffusion[J].Marketing Science,2009,30(2):224-229.
[3]GAMSON J.The unwatched life is not worth living:the elevation of the ordinary in celebrity culture[J].Pmla Publications of the Modern Language Association of America,2011,126(4):1061-1069.
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[5]殷俊,张月月.“网红”传播现象分析[J].新闻与写作,2016(9):64-66.
[6]王月.消费社会的转型:从消费明星到消费网红[J].现代传播:中国传媒大学学报,2017,39(2):23-26.
[7]敖鹏.网红为什么这样红?——基于网红现象的解读和思考[J].当代传播(汉文版),2016(4):40-44.
[8]李化来,沈玲玲.网红现象的传播学解读[J].编辑之友,2017(5):65-68.
[9]KELLER K L.Unlocking the power of integrated marketing communications:how integrated is your IMC program?[J].Journal of Advertising,2016,45(3):1-16.
[10]SLATER S.Unpacking celebrity brands through unpaid market communications[J].Journal of Marketing Management,2015,31(5/6):665-684.
[11]KAPLAN A M,HAENLEIN M.Users of the world,unite!the challenges and opportunities of social media[J].Business Horizons,2010,53(1):59-68.
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[13]DENNHARDT S.User-generated content and its impact on branding:how users and communities create and manage Brands in Social Media[M].Wiesbaden:Springer Gabler,2014:4.
[14]CHINTAGUNTA P K,GOPINATH S,VENKATARAMAN S.The effects of online user reviews on movie box-office performance:accounting for sequential rollout and aggregation across local markets[J].Marketing Science,2011,29(5):944-957.
[15]NETZER O,FELDMAN R,GOLDENBERG J,et al.Mine your own business:market-structure surveillance through text mining[J].Marketing Science,2012,31(3):521-543.
[16]WEDEL M,KANNAN P K.Marketing analytics for data-rich environments[J].Journal of Marketing,2016,80(6):97-121.
[17]LEE T Y,BRADLOW E T.Automated marketing research using online customer reviews[J].Journal of Marketing Research,2013,48(5):881-894.
[18]TIRUNILLAI S,TELLIS G J.Mining marketing meaning from online chatter:strategic brand analysis of big data using latent dirichlet allocation[J].Journal of Marketing Research,2014,51(4):463-479.
[19]MA L,SUN B,KEKRE S.The squeaky wheel gets the grease-an empirical analysis of customer voice and firm intervention on twitter[J].Marketing Science,2015,34(5):192.
[20]MCQUARRIE E F,MILLER J,PHILLIPS B J.The megaphone effect:taste and audience in fashion blogging[J].Journal of Consumer Research,2013,40(1):136-158.
[21]FLOYD K,FRELING R,ALHOQAIL S,et al.How online product reviews affect retail sales:a meta-analysis[J].Journal of Retailing,2014,90(2):217-232.
[22]JIN S A,PHUA J.Following celebrities'tweets about brands:the impact of twitter-based electronic word-of-mouth on consumers'source credibility perception,buying intention,and social identification with celebrities[J].Journal of Advertising,2014,43(2):181-195.
[23]郭庆光.传播学教程(第二版)[M].北京:中国人民大学出版社,2011:189.
[24]KING C W,SUMMERS J O.Overlap of opinion leadership across consumer product categories[J].Journal of Marketing Research,1970,7(1):43-50.
[25]ZHAO Y,KOU G,PENG Y,et al.Understanding influence power of opinion leaders in e-commerce networks:an opinion dynamics theory perspective[J/OL].Information Sciences,2018,426(February 2018):131-147[2017-11-14].https://ac.els-cdn.com/S0020025517310265/1-s2.0-S0020025517310265-main.pdf?_tid=94f520ae-caa7-11e7-9625-00000aacb361&acdnat=1510820856_df8342e144ba0806d77c1fb00c15ddbf.
[26]WEEKS B E,ARDEVOLABREU A,HOMERO G D Z.Online influence?Social media use,opinion leadership,and political persuasion[J].International Journal of Public Opinion Research,2017,29(2):214-239.
[27]JANSSON J,NORDLUND A,WESTIN K.Examining drivers of sustainable consumption:the influence of norms and opinion leadership on electric vehicle adoption in Sweden[J].Journal of Cleaner Production,2017,154(6):176-187.
[28]CHO Y,HWANG J,LEE D.Identification of effective opinion leaders in the diffusion of technological innovation:a social network approach[J].Technological Forecasting&Social Change,2012,79(1):97-106.
[29]CHAN K K,MISRA S.Characteristics of the opinion leader:a new dimension[J].Journal of Advertising,1990,19(3):53-60.
[30]GOLDENBERG J,HAN S,LEHMANN D R,et al.The role of hubs in the adoption process[J].Journal of Marketing,2009,73(2):1-13.
[31]TRUSOV M,BODAPATI A V,BUCKLIN R E.Determining influential users in internet social networks[J].Journal of Marketing Research,2010,47(4):643-658.
[32]KRATZER J,LETTL C.Distinctive roles of lead users and opinion leaders in the social networks of schoolchildren[J].Journal of Consumer Research,2009,36(4):646-659.
[33]THAKUR R,ANGRIAWAN A,SUMMEY J H.Technological opinion leadership:the role of personal innovativeness,gadget love,and technological innovativeness[J].Journal of Business Research,2016,69(8):2764-2773.
[34]COREY L G.People who claim to be opinion leaders:identifying their characteristics by self-report[J].Journal of Marketing,1971,35(4):48-53.
[35]黄敏学,王琦缘,肖邦明,等.消费咨询网络中意见领袖的演化机制研究——预期线索与网络结构[J].管理世界,2015(7):109-121.
[36]PARK C S,KAYE B K.The tweet goes on:interconnection of Twitter opinion leadership,network size,and civic engagement[J].Computers in Human Behavior,2017,69(4):174-180.
[37]青平,张莹,涂铭,等.网络意见领袖动员方式对网络集群行为参与的影响研究——基于产品伤害危机背景下的实验研究[J].管理世界,2016(7):67-79.
[38]王烨捷.“网红美食”如何红下去[N].中国青年报,2017-05-23(10).
[39]LIU B.Sentiment analysis and opinion mining[M].San Rafael,California:Morgan&Claypool Publishers,2012:7.
[40]BOLLEN J,MAO H,ZENG X.Twitter mood predicts the stock market[J].Journal of Computational Science,2010,2(1):1-8.
[41]ROSEMAN I J,SPINDEL M S,JOSE P E.Appraisals of emotion-eliciting events:testing a theory of discrete emotions[J].Journal of Personality&Social Psychology,1990,59(5):899-915.
[42]LYONS B,HENDERSON K.Opinion leadership in a computer-mediated environment[J].Journal of Consumer Behaviour,2005,4(5):319-329.
[43]CHAUDHRY S A,IRSHAD W.Opinion leadership and its role in buyer decision making[J].Academy of Contemporary Research Journal,2013,7(1):7-14.
(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。
[2]IYENGAR R,BULTE C V D,VALENTE T W.Opinion leadership and social contagion in new product diffusion[J].Marketing Science,2009,30(2):224-229.
[3]GAMSON J.The unwatched life is not worth living:the elevation of the ordinary in celebrity culture[J].Pmla Publications of the Modern Language Association of America,2011,126(4):1061-1069.
[4]艾瑞咨询.中国网红生态研究报告[R].上海:艾瑞咨询集团,2016:3.
[5]殷俊,张月月.“网红”传播现象分析[J].新闻与写作,2016(9):64-66.
[6]王月.消费社会的转型:从消费明星到消费网红[J].现代传播:中国传媒大学学报,2017,39(2):23-26.
[7]敖鹏.网红为什么这样红?——基于网红现象的解读和思考[J].当代传播(汉文版),2016(4):40-44.
[8]李化来,沈玲玲.网红现象的传播学解读[J].编辑之友,2017(5):65-68.
[9]KELLER K L.Unlocking the power of integrated marketing communications:how integrated is your IMC program?[J].Journal of Advertising,2016,45(3):1-16.
[10]SLATER S.Unpacking celebrity brands through unpaid market communications[J].Journal of Marketing Management,2015,31(5/6):665-684.
[11]KAPLAN A M,HAENLEIN M.Users of the world,unite!the challenges and opportunities of social media[J].Business Horizons,2010,53(1):59-68.
[12]OECD.Participative web:user-created content working party on the information economy[R].Paris:Organisation for Economic Co-operation and Development,2007:8-9.
[13]DENNHARDT S.User-generated content and its impact on branding:how users and communities create and manage Brands in Social Media[M].Wiesbaden:Springer Gabler,2014:4.
[14]CHINTAGUNTA P K,GOPINATH S,VENKATARAMAN S.The effects of online user reviews on movie box-office performance:accounting for sequential rollout and aggregation across local markets[J].Marketing Science,2011,29(5):944-957.
[15]NETZER O,FELDMAN R,GOLDENBERG J,et al.Mine your own business:market-structure surveillance through text mining[J].Marketing Science,2012,31(3):521-543.
[16]WEDEL M,KANNAN P K.Marketing analytics for data-rich environments[J].Journal of Marketing,2016,80(6):97-121.
[17]LEE T Y,BRADLOW E T.Automated marketing research using online customer reviews[J].Journal of Marketing Research,2013,48(5):881-894.
[18]TIRUNILLAI S,TELLIS G J.Mining marketing meaning from online chatter:strategic brand analysis of big data using latent dirichlet allocation[J].Journal of Marketing Research,2014,51(4):463-479.
[19]MA L,SUN B,KEKRE S.The squeaky wheel gets the grease-an empirical analysis of customer voice and firm intervention on twitter[J].Marketing Science,2015,34(5):192.
[20]MCQUARRIE E F,MILLER J,PHILLIPS B J.The megaphone effect:taste and audience in fashion blogging[J].Journal of Consumer Research,2013,40(1):136-158.
[21]FLOYD K,FRELING R,ALHOQAIL S,et al.How online product reviews affect retail sales:a meta-analysis[J].Journal of Retailing,2014,90(2):217-232.
[22]JIN S A,PHUA J.Following celebrities'tweets about brands:the impact of twitter-based electronic word-of-mouth on consumers'source credibility perception,buying intention,and social identification with celebrities[J].Journal of Advertising,2014,43(2):181-195.
[23]郭庆光.传播学教程(第二版)[M].北京:中国人民大学出版社,2011:189.
[24]KING C W,SUMMERS J O.Overlap of opinion leadership across consumer product categories[J].Journal of Marketing Research,1970,7(1):43-50.
[25]ZHAO Y,KOU G,PENG Y,et al.Understanding influence power of opinion leaders in e-commerce networks:an opinion dynamics theory perspective[J/OL].Information Sciences,2018,426(February 2018):131-147[2017-11-14].https://ac.els-cdn.com/S0020025517310265/1-s2.0-S0020025517310265-main.pdf?_tid=94f520ae-caa7-11e7-9625-00000aacb361&acdnat=1510820856_df8342e144ba0806d77c1fb00c15ddbf.
[26]WEEKS B E,ARDEVOLABREU A,HOMERO G D Z.Online influence?Social media use,opinion leadership,and political persuasion[J].International Journal of Public Opinion Research,2017,29(2):214-239.
[27]JANSSON J,NORDLUND A,WESTIN K.Examining drivers of sustainable consumption:the influence of norms and opinion leadership on electric vehicle adoption in Sweden[J].Journal of Cleaner Production,2017,154(6):176-187.
[28]CHO Y,HWANG J,LEE D.Identification of effective opinion leaders in the diffusion of technological innovation:a social network approach[J].Technological Forecasting&Social Change,2012,79(1):97-106.
[29]CHAN K K,MISRA S.Characteristics of the opinion leader:a new dimension[J].Journal of Advertising,1990,19(3):53-60.
[30]GOLDENBERG J,HAN S,LEHMANN D R,et al.The role of hubs in the adoption process[J].Journal of Marketing,2009,73(2):1-13.
[31]TRUSOV M,BODAPATI A V,BUCKLIN R E.Determining influential users in internet social networks[J].Journal of Marketing Research,2010,47(4):643-658.
[32]KRATZER J,LETTL C.Distinctive roles of lead users and opinion leaders in the social networks of schoolchildren[J].Journal of Consumer Research,2009,36(4):646-659.
[33]THAKUR R,ANGRIAWAN A,SUMMEY J H.Technological opinion leadership:the role of personal innovativeness,gadget love,and technological innovativeness[J].Journal of Business Research,2016,69(8):2764-2773.
[34]COREY L G.People who claim to be opinion leaders:identifying their characteristics by self-report[J].Journal of Marketing,1971,35(4):48-53.
[35]黄敏学,王琦缘,肖邦明,等.消费咨询网络中意见领袖的演化机制研究——预期线索与网络结构[J].管理世界,2015(7):109-121.
[36]PARK C S,KAYE B K.The tweet goes on:interconnection of Twitter opinion leadership,network size,and civic engagement[J].Computers in Human Behavior,2017,69(4):174-180.
[37]青平,张莹,涂铭,等.网络意见领袖动员方式对网络集群行为参与的影响研究——基于产品伤害危机背景下的实验研究[J].管理世界,2016(7):67-79.
[38]王烨捷.“网红美食”如何红下去[N].中国青年报,2017-05-23(10).
[39]LIU B.Sentiment analysis and opinion mining[M].San Rafael,California:Morgan&Claypool Publishers,2012:7.
[40]BOLLEN J,MAO H,ZENG X.Twitter mood predicts the stock market[J].Journal of Computational Science,2010,2(1):1-8.
[41]ROSEMAN I J,SPINDEL M S,JOSE P E.Appraisals of emotion-eliciting events:testing a theory of discrete emotions[J].Journal of Personality&Social Psychology,1990,59(5):899-915.
[42]LYONS B,HENDERSON K.Opinion leadership in a computer-mediated environment[J].Journal of Consumer Behaviour,2005,4(5):319-329.
[43]CHAUDHRY S A,IRSHAD W.Opinion leadership and its role in buyer decision making[J].Academy of Contemporary Research Journal,2013,7(1):7-14.
(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)