PDF(1535 KB)
Research Method and Application of Hidden Themes Influencing the Interactive Effect of Movie Microblog
Zhang Xinxiang, Zhao Caixia
Knowledge Management Forum ›› 2020, Vol. 5 ›› Issue (5) : 283-291.
PDF(1535 KB)
PDF(1535 KB)
Research Method and Application of Hidden Themes Influencing the Interactive Effect of Movie Microblog
[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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