Year: 2024
Type: article
Abstract: Key Opinion Leaders (KOLs) possess significant commercial value in terms of focusing on user consensus. However, many companies that adopt a KOL-oriented marketing strategy fail to achieve the desired business outcomes in their market activities. At this stage, it is necessary to reference the experiences of relatively successful KOLs to address the shortcomings in their "precise efforts." This study utilizes web scraping tools and text mining techniques to conduct sentiment analysis on the Weibo content of Anchor A. The analysis ultimately reveals that Anchor A’s Weibo marketing lacks long-term, scientifically informed planning. The anchor does not have a clear understanding of their own role, nor do they appreciate the importance of Weibo marketing content. There is a failure to capture potential users and to deeply consider user satisfaction and emotions. This study aims to maximize the commercial value of KOLs in marketing activities through sentiment analysis of Weibo marketing content.
Authors: Jiali Ji, Wenshuo Zhao, Zeshuai Wei
Institution: Baoding University of Technology
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4405591803