关键词: 品牌微博, PAD理论, 情绪分类, 微博营销

Abstract: Brand micro blogging is not only the communication platform between enterprises and users, but also a brand emotion port where enterprises can guide micro blogging consumers Based on PAD theory, brand micro blogging emotional coordinates are obtained through artificial coding method, and the emotion is classified into four types by K-means clustering algorithm, that is, relaxing, optimistic, feeling and interactive sentiment It is found that the brand micro blogging with relaxing or interactive sentiment is easier to attract fans than that with optimistic or feeling sentiment Among these, relaxing brand micro blogging can attract more likes, and interactive brand micro blogging can guide more users to participate in the comments Brand micro blogging forwarding number is relatively stable except lottery According to these results, the relaxing and optimistic micro blogging can consolidate both new and old customers better and the interactive micro blogging can enlarge the transmission range of brand information The results have some implications for the different aims of brand micro blogging marketing operation

Key words: brand micro blogging, PAD theory, emotion classification;micro-bloging marketing