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影响电影微博互动效果的隐藏主题探究方法及应用
Research Method and Application of Hidden Themes Influencing the Interactive Effect of Movie Microblog
[目的/意义]探究影响电影微博互动效果的隐藏主题能发掘用户关注的热点问题，为企业提供有效的营销策略。 [方法/过程] 从新浪微博上爬取2017年上映的123部电影的热门微博，采用主题建模方法挖掘电影微博文本中的隐藏主题，利用回归方法分析隐藏主题对电影微博互动效果的影响。 [结果/结论] 结果发现6个可解释主题：电影人物、电影宣传、互动营销、电影内容、电影评价和线下活动，其中电影宣传、互动营销、电影内容和电影评价4个主题正向影响电影微博的互动效果；同时发现用户粉丝数和话题讨论热度正向影响电影微博的互动效果。
[Purpose/significance] Exploring the hidden themes that affect the interactive effect of movie microblogging can explore the hot issues of users' attention and provide effective marketing strategies for enterprises. [Method/process] This paper crawled the popular microblog of 123 movies released in 2017 from Sina Weibo, used the topic modeling method to mine the hidden themes in the movie microblog text, and used the regression method to analyze the impact of hidden themes on the interactive effect of movie microblogging.[Results/conclusions] It turns out that there are 6 interpretable themes: movie characters, movie promotion, interactive marketing, movie content, movie evaluation and offline activities, of which 4 themes of movie promotion, interactive marketing, movie content and movie evaluation have a positive impact on the interactive effect of movie Weibo; at the same time, it is found that the number of user fans and the popularity of topic discussion positively affect the interactive effect of movie Weibo.
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张新香：指导论文构思与写作，提出修改意见并修改终稿；
赵彩霞：负责数据采集、初稿撰写及论文修改。
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