Research On Public Opinion Response To Enterprise Crisis Based On The Analysis Of Netizens’ Emotional State

In the era of new media,social media as a platform for information exchange,a large number of users express their opinions and spread information on the network platform.After a crisis event occurs in an enterprise,in addition to the crisis event itself,it may also have to deal with the major public opinion crisis.In addition,rumors about the crisis may follow and cause serious losses to enterprises.Therefore,it is very important for enterprises to deal with the public opinion and rumors effectively.In order to provide better suggestions for enterprises to deal with crisis public opinion,this paper first studies the characteristics and repeated communication of crisis public opinion.This paper analyzes the causes,characteristics and life cycle of corporate crisis public opinion.Taking the crash of Malaysia Airlines mh370 as an example,this paper studies the repeated spread of rumors caused by corporate crisis,explores whether there is any change in the true and false state of repeated spread of rumors by Internet users and whether the corporate response measures are effective.Combined with the constru cted comment topic analysis model,this paper clusters the topics of netizens’ comments,and discusses the changes of netizens’ concerns and concerns about repeated rumors.Secondly,it analyzes the comments and feelings of netizens after the enterprise cr isis.This paper uses the semantic and dependency syntactic features based comment object extraction method and the word2 vec based canopy + K-means clustering model to cluster netizens’ comment topics,and uses the emotional lexicon to evaluate the emotion of each dimension of the evaluation object,to understand the changes of netizens’ emotional state,and to compare and analyze the netizens’ comment object and emotional state before and after the crisis public opinion response,to understand the effect o f corporate crisis public opinion response and provide strategic suggestions for corporate crisis public opinion response.Finally,combined with the emotion of both sides of the game,the impact of public opinion response to corporate crisis is analyzed.Combined with rdeu theoretical model,three emotional states of optimism,pessimism and rationality are introduced into the evolutionary game between crisis enterprises and Internet users,and the impact of emotional changes on the evolutionary game equilibrium of both sides is analyzed,which provides decision-making reference for enterprises to respond to crisis public opinion and supervise and guide Internet users’ emotions.Through the analysis of the rumor spread after the enterprise crisis,it is found that the attitude of netizens towards the truth and falsehood of rumor changes with the time when rumor appears,and the attention of netizens will also change.After the enterprise crisis event,we trace and analyze the netizens’ emotions.We find that after the enterprise crisis public opinion,netizens’ comments are mainly negative emotions,and the netizens’ comment themes and emotions before and after the response are changing.When the enterprise responds to the crisis public opinion,it should focus on the netizens’ comment themes and negative emotions.In the study of coping strategies of enterprises,it is found that it is beneficial for enterprises to keep a positive coping attitude.Therefore,the enterprise should keep a good attitude and respo nd to the relevant aspects of the event in time after the occurrence of the crisis and issue corresponding measures.