| 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. |
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