| The innovation of Internet technology in the 21 st century gave birth to the emergence of danmaku videos.More users choose to watch danmaku videos while sending danmaku to express real-time sentiment.Business opportunities and advertising live together.Advertising of network video boomed.This study aims to provide a precise commercial breaking marketing strategy based on users' sentiment analysis,to make platform operators inserting more orderly and standardized advertisement and obtaining higher revenue.Firstly,this study accomplished sentiment analysis of danmaku which based on danmaku sentiment dictionary and Na?ve Bayes,to learn the users' emotional trend,7-dimensional emotional change and the time point of high danmaku volume.Secondly,this study uses four theories which are SOR,Emotional Valence,IAM and VAD to provide several hypotheses and verify them by multiple linear regression analysis.Learn that different commercial breaking factors,such as advertising group duration,volumes and repetition frequency have a different effect polarity and contribution level on users' sentiment value and danmaku review volumes.Thirdly,provide effective and precise marketing strategies for online video platform operators' commercial breaking.Based on above analysis,this study put forward strategies from two aspects which are users' sentiment value,danmaku review volumes,to help platform operators advertise effectively.Under the upsurge of research on danmaku sentiment analysis,the study provides the commercial breaking strategies research of online video that is based on the danmaku sentiment analysis.During the study process,the new analysis method and conclusion that we had provide new ideas for the follow-up improvement of sentiment analysis methods and commercial breaking strategies,and it is has certain theoretical and practical significance. |
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