【作者】 赵彩霞；

【导师】 张新香；

【作者基本信息】 中南财经政法大学 ， 管理科学与工程， 2020， 硕士

【摘要】 近年来,微博平台吸引了大量的用户,同时也成为了诸如影视企业进行商品宣传的平台。《2018年度微博电影白皮书》报告显示,全年累计电影阅读点评总量达568亿,事实数据说明微博能够使电影在短时间内得到广泛宣传,而话题营销是影视企业进行微博营销的重要手段。在微博营销中,微博的互动效果是判断营销是否成功的重要标志,如何获得较好互动效果,保证企业产品的高质量营销,成为企业入驻微博后面临的一个重要问题,而分析微博互动效果的影响因素是解决这个问题的关键。一般而言,文本内容中包含微博的主题,用户对不同主题的关注程度不同,用户关注度高的主题互动效果更强烈。本文以电影话题为对象,探究电影微博文本中的主题对互动效果的影响。同时,微博话题具有生命周期性,在不同时期,微博主题可能不同。故本文进一步探究各主题的演变情况以及带给微博互动效果的不同营销效应,就能科学提炼出微博互动效果的影响因素。首先,探究了静态主题对互动效果的影响。采用LDA模型挖掘微博文本中的静态主题,结合三层回归模型检验静态主题以及静态主题和时间的交互作用对互动效果的影响。结果发现6个主题,包括:“电影人物”、“电影预告”、“互动营销”、“电影内容”、“电影评价”和“线下活动”,其中主题“互动营销”、“电影内容”和“电影评价”正向影响微博的互动效果,且这3个主题与时间的交互项对互动效果产生影响,即越靠近电影上映时间,3个主题对微博的互动效果影响越大。其次,探究了动态主题对互动效果的影响。采用动态主题模型挖掘微博文本中主题的演变,结合两层回归模型检验动态主题对互动效果的影响。结果发现电影上映前有6个主题,电影上映后有5个主题,两者共有的主题为“电影内容”和“互动营销”。在电影上映前的6个主题中,主题“电影预告”、“电影内容”、“互动营销”和“点映口碑”正向影响微博的互动效果;在电影上映后的5个主题中,主题“角色评价”、“电影票房”、“电影内容”和“互动营销”正向影响微博的互动效果。除此之外,发现了主题在不同生命周期中主题强度的变化。本文的创新点和贡献主要有:一是探究了电影微博中静态主题对互动效果影响:通过LDA算法挖掘微博中的静态主题,再结合三层回归模型评估静态主题对互动效果的影响以及静态主题和时间变量的交互作用对互动效果的影响;二是探究了电影微博中动态主题对互动效果的影响:基于LDA和两层时间切片构建动态主题模型,用于挖掘微博中主题的演变,再结合两层回归模型评估动态主题对互动效果的影响。更多还原

【Abstract】 In recent years,the Weibo platform has attracted a large number of users,and it has also become a platform for product promotion for film and television companies.The "2018 Weibo Movie White Paper" report shows that the total cumulative movie reading reviews reached 56.8 billion throughout the year.Facts show that Weibo can make movies widely publicized in a short time,and topic marketing is the microblog marketing of film and television companies.Important means.In Weibo marketing,the interactive effect of Weibo is an important indicator for judging whether marketing is successful.How to obtain a high interactive effect to ensure high-quality marketing of enterprise products has become an important issue for enterprises after entering Weibo.The key to solving this problem is to analyze the influencing factors of movie microblog interaction effect.Generally speaking,the text content contains the topics of Weibo,users have different levels of attention to different topics,and topics with high user attention have stronger interaction effect.This article takes film topics as the object,and explores the influence of themes in movie microblog texts on interaction effects.At the same time,the topic of Weibo has a life cycle.In different periods,the topic of Weibo may be different.Therefore,this article further explores the evolution of each topic and the different marketing effects brought to Weibo’s interactive effects,which can scientifically extract the influencing factors of Weibo’s interactive effects.First,the influence of static themes on interaction effects was explored.The LDA model was used to mine the static topics in Weibo text,and the three-level regression model was used to test the effects of static topics and the interaction between static topics and time on the interaction effect.The results found 6 themes,including: "movie characters","movie trailer","interactive marketing","movie content","movie evaluation" and "offline activities",among which the topics "interactive marketing","movie content" And "movie evaluation" positively influence the interaction effect of Weibo,and the interaction between these three topics and time has an impact on the interaction effect,that is,the closer to the movie release time,the greater the impact of the three topics on the interaction effect of Weibo.Secondly,it explores the impact of dynamic themes on interaction effects.The dynamic topic model is used to mine the evolution of topics in Weibo texts,and the two-level regression model is used to test the impact of dynamic topics on interaction effects.It was found that there were 6 themes before the movie was released and 5 themes after the movie was released.The themes shared by the two were "movie content" and "interactive marketing".Among the six themes before the movie ’s release,the themes “movie preview”,“movie content”,“interactive marketing” and “point-of-mouth” are positively affecting the interactive effects of Weibo;among the five themes after the movie ’s release,The themes “Character Evaluation”,“Movie Box Office”,“Movie Content” and “Interactive Marketing” are positively affecting the interactive effect of Weibo.In addition,the theme’s intensity was found to change in different life cycles.The innovations and contributions of this paper are as follows: First,the mechanism for analyzing the effects of static topics on interaction effects is analyzed: mining static topics in Weibo through LDA algorithm,and combining the three-level regression model to evaluate the impact of static topics on interaction effects and static topics The effect of interaction with time variables on the interaction effect;the second is to analyze the mechanism of the influence of dynamic theme topics on the interaction effect: based on LDA and two layers of time slices to build a dynamic theme model for mining the evolution of topics in Weibo,and then combining A two-level regression model assesses the impact of dynamic themes on interaction effects.更多还原