Revitalization of Domestic Brands on the Microblog Platform: A Purchase Intention Analysis Based on Sentiment Analysis

The 'national trend' craze has helped domestic brands refresh their image, and microblog has become one of the main platforms for emotional communication and brand interaction on social media. This paper conducts research on topics related to "Fenghua" on the microblog platform, exploring the impact relationship between consumer emotional tendencies on purchase intention in social media. Use Selenium in Python to crawl microblog posts and comments with the hashtag '#Fenghua#' and extract interaction data of microblog users (including likes, comments, and reposts). At the same time, data filled in on Wenjuanxing is collected, ultimately obtaining the respondents' background information, social media usage, and degree of preference for the brand; Perform sentiment analysis on microblog text using a Chinese BERT model to determine the proportion of positive sentiment in microblog comments, and use descriptive statistics and Pearson correlation test to measure the linear relationship between the proportion of positive sentiment and purchase intention scores respectively. Research has found that the emotional experiences consumers gain through social media can effectively characterize brand perception. Actual consumption behaviors triggered by emotions are relatively few. Drawing on relevant evidence can provide insights for the digital marketing of domestic brands.