Research On The Impact Brand Micro Blogging Sentiment Had On Marketing Effectiveness

Brand micro blogging is not only the communication platform for the enterprise and the users,but also a brand emotion port where enterprises can guide micro blogging consumers.Studies of optimizing marketing effect on brand micro blogging have been done from multiple aspects,and have obtained certain research results.But there is little research on the marketing effect of brand micro blogging.This study is expected to realize the prediction of brand micro blogging release effect on different kinds of sentiment.A theoretical basis and reference is provided for the establishment of marketing strategy on the enterprise in different periods,different stages and different objective conditions the different time,different period and different focus of brand micro blogging marketing operations.The study acquires the brand micro blogging sentiment coordinate data on each dimension and forms the sentiment coordinates of each brand micro blogging using artificial coding valence based on the pleasure,arousal and dominance dimensions in the psychological PAD sentiment theory and the three-dimensional model.The K-means clustering method is chosen to classify the brand micro blogging sentiment due to emotional distance in the three dimensional model to express the degree of emotional differences.The results show the brand micro blogging sentiment into four types.They are relaxing,optimistic,touching and interactive sentiment.A multi-level fuzzy comprehensive evaluation model is established to measure the effects of every types of brand micro blogging sentiment on the marketing and comparison analysis.The study found that the effect on the relaxing type of brand micro blogging is the best;the optimistic brand micro blogging makes the most stable effect on the marketing;the effect the interactive brand micro blogging made on marketing is the most unstable;the touching type of brand micro blogging makes the weakest marketing effect of the other three types of brand micro blogging.Therefore,according to their own business situation of enterprises,while companies in the investment period or the growing period.its brand micro blogging should make more relaxing sentiment;When the business is maturing,more optimistic sentiment should be made by the brand micro blogging.In accordance with their own brand of micro blogging property cases,the release frequency of the relaxing brand micro blogging should be increased when the brand micro blogging is in the early stages of creation;at the brand micro blogging rapid development stage,the impact of the interactive brand micro blogging on the marketing effectiveness meet the needs of adjustment most;the touching type of brand micro blogging can be appropriately used when it is in the stabilized operation.It should be noted that,due to the impact of interactive brand micro blogging on marketing effectiveness is relatively unstable,full discretion on the content of micro blogging and quick reaction of the changes made by the brand micro blogging external environment should be needed to make timely adjustments on the micro blogging content.