摘要
本研究采取Python中TF-IDF特征提取方法提取“鸿星尔克”事件中的微博内容在舆情各阶段的热点,通过舆情热点与鸿星尔克舆情引导行为的分析得出品牌公益营销微博舆情引导机制。研究发现:舆情潜伏期,品牌需要陈述清晰的公益信息;舆情爆发期,品牌可根据网络热点与消费者沟通,同时拟人化、故事化地建立品牌与公益内容的契合度,与消费者进行情感沟通;舆情衰退期,品牌需要兼顾网络舆情信息生态链中的其他事件,不过分占用公共流量。
This paper combines the TF-IDF feature extraction method in Python to extract the hot spots of the microblog content in the“HongxingErke”event at each stage of public opinion,and obtains the public opinion guidance mechanism of the brand public welfare marketing microblog through the analysis of public opinion hot spots and HongxingErke public opinion guidance behavior.The research found that:in the incubation period of public opinion,brands need to state clear public welfare information;During the public opinion outbreak period,the brand can communicate with consumers according to the hot spots on the Internet,and establish the fit between the brand and public welfare content in a personified and story like way,so as to communicate with consumers emotionally.In the public opinion recession period,brands need to take into account other events in the online public opinion information ecological chain,and do not occupy too much public traffic.
作者
廖秉宜
狄鹤仙
温有为
Bingyi Liao;Hexian Di;Youwei Wen(School of Journalism and Communicaton,Wuhan University)
出处
《全球传媒学刊》
CSSCI
2022年第6期102-116,共15页
Global Journal of Media Studies
基金
武汉大学人文社会科学青年学者学术发展计划学术团队项目“智能营销传播研究”(项目编号:413100035)的阶段性成果
关键词
公益营销
品牌传播
微博营销
企业舆情
鸿星尔克
Public Welfare Marketing
Brand Communication
Weibo Marketing
Corporate Public Opinion
HongxingErke
作者简介
廖秉宜,武汉大学新闻与传播学院教授,武汉大学媒体发展研究中心研究员;狄鹤仙,武汉大学新闻与传播学院硕士研究生;温有为,武汉大学新闻与传播学院硕士研究生
