Emotional Analysis Strategy and Application of Internet Celebrity Marketing Under the Background of Big Data

Abstract

The deepening development of the digital economy has made internet celebrity marketing the core path for brands to reach users. According to the "2025 China Internet Celebrity Marketing Solution Industry Report" by Boyan Consulting, the domestic market size will reach 680 billion yuan in 2024. However, the traditional model relies on traffic indicators such as exposure and clicks, ignores emotional appeals, and leads to pain points such as "high traffic, low conversion" and "weak user stickiness". Big data technology provides a path to crack pain points, mining users' multi scenario emotional tendencies through sentiment analysis, and helping them achieve the transformation from "traffic driven" to "emotion driven". This paper combs the integration status quo, clarifies the emotional analysis technology links (data collection, tagging, modeling), refines three core strategies, and analyzes their applications in live video delivery, short video operation, and brand reputation maintenance by using the literature research method in combination with Taobao Live emotional monitoring, Tiktok content emotional adaptation and other cases. To address the challenges of noise data accounting for 40% (supported by IDC), emotional ambiguity, and privacy compliance, optimization paths such as multimodal fusion, privacy computing, and industry standards are proposed. Research has confirmed that sentiment analysis helps internet celebrities and brands accurately capture demand, driving conversion rates to increase by 12% -20% (HypeAuditor 2024 Internet Celebrity Marketing Insights Report), providing support for their sustainable development.