双模态情感分析的弹幕网络视频平台营销策略

doi:10.3724/SP.J.1042.2021.01561

摘要/Abstract

摘要：

随着互联网飞跃发展, 弹幕视频应运而生。这种新型的用户与视频交互方式具有新特性, 如用户情感表达实时动态性、情感分布多峰性。同时, 新特性也给实际研究工作带来挑战, 如用户画像刻画难度增大, 视频推荐和广告推送所需精度提高。现有研究尚未对弹幕视频的新特性进行深入分析, 也没有充分挖掘其本身所蕴含的学术研究价值。本文利用深度学习、自然语言处理技术、系统动力学方法, 结合心理学、市场营销学等多学科交叉前沿知识, 从数据驱动角度对弹幕视频数据进行分析和建模, 深度挖掘视频大数据潜在的商业价值。重点研究弹幕与视频双模态融合的情感识别方法; 构建带有用户情感特征的动态用户画像, 并建立基于用户画像的网络视频粘性营销机制; 分析用户情感与视频广告插播方式的相关性, 提出视频广告动态插播策略。丰富现有研究的同时, 为网络视频企业准确定位与分析用户需求, 创建高品质的智能营销平台供理论与决策支持。

关键词: 弹幕视频, 双模态情感融合, 动态用户画像, 粘性营销机制, 动态广告插播策略

Abstract:

As the rapid development of Internet, danmaku video emerges. This user-video interactive mode has new features, such as real-time dynamic emotion expression and multimodal emotion distribution. Meanwhile, the new features also bring challenges to practical research work, for instance, user portrait depiction is more difficult, video recommendation and advertising need to be more accurate. Existing research has not yet deeply analyzed new features of danmaku video, nor fully explored the academic research value for itself. Based on the theories of psychology, marketing, and some other interdisciplinary frontier knowledge, as well as combined with deep learning, natural language processing technology and system dynamics method, this study attempts to analyze and model danmaku video data from a data-driven perspective, for deeply mining the potential business value of video big data. The objective of the study is to create a high-quality online video intelligent marketing platform. A sentimental recognition approach is proposed to capture the internal relationship between sentimental features of danmaku text and visual sentimental features of video, so as to represent users’ sentiment. Considering the influence of users’ dynamic emotion on behavior, the dynamic user portrait with sentimental features is constructed to describe full picture of user characteristics, as well as to explore the access logic and behavioral preferences that are hidden behind behavior data. By positioning user roles, the sticky marketing mechanism of online video platform is established. Furthermore, focused on different advertisement types, like creative ads, interstitial ads and oral ads, this study explores the impact of video ads on the emotional and psychological changes of users, reveals the correlation between users’ sentiment changes and video ads insertion mode, and thus puts forward the “content customized” dynamic advertising strategy for danmaku video. It not only enriches the existing research, but also provides theoretical guidance and decision-making support for online video platforms to accurately locate and analyze user demands. In particularly, the contributions of the study include: (1) Previous research on marketing strategy of online video platform mainly focused on platform pricing, brand reputation and user satisfaction, ignoring external stimulus factors, such as dynamic factors of user behavior and emotional changes caused by danmaku video advertising. This paper combines big data of danmaku video to analyze users’ emotional responses to the external stimuli. Based on multimodal attention fusion, the hierarchical deep association co-attention model is designed to achieve users’ sentiment recognition. The paper reveals the correlation between video ads and users’ emotional changes, proposes the dynamic intercutting strategy of customized video ads, innovates the video advertising marketing model, and helps advertisers to enhance the brand marketing value; (2) The traditional method of constructing user portrait does not focus on the strong correlation among users’ sentiment, natural attribute and behavior. To this end, the study is driven by the sticky marketing of online video platform. Based on three dimensions of users’ sentiment, natural attribute and behavior, a dynamic user portrait model with four modules of basic data, behavior modeling, service application and evaluation feedback is established. Considering user demand and dynamic user portrait, the model of sticky marketing mechanism is constructed to recommend rich content options for users, to increase users’ stickiness and to prolong users’ usage time in online video platform. Thus, it forms a benign marketing mode of flow closed loop and completes the flow transformation between user value and content value in online video platform. Through this study, user needs will be met from a higher quality level, the accuracy of video advertising will be comprehensively improved, and the marketing value can be maximized in online video platform.

Key words: danmaku video, bimodal sentiment fusion, dynamic user profile, sticky marketing mechanism, dynamic advertising strategy

中图分类号:

B849: F273

李稚, 朱春红. (2021). 双模态情感分析的弹幕网络视频平台营销策略. 心理科学进展 , 29(9), 1561-1575.

LI Zhi, ZHU Chunhong. (2021). The marketing strategy of online video based on danmaku-video: A bimodal analysis. Advances in Psychological Science, 29(9), 1561-1575.

图/表 10

参考文献 71

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主题	节目举例	广告类型
综艺	奇葩说第六集(爱奇艺)	口播广告、视频浮层广告
	演员请就位(腾讯)	口播广告、视频浮层广告、创意中插广告、中播广告
	明星大侦探5(芒果TV)	口播广告、创意中插广告、视频浮层广告
电视剧	小欢喜(爱奇艺)	创意中插广告、中播广告、视频浮层广告
	三生三世十里桃花(腾讯)	中播广告、创意中插广告
	海棠经雨胭脂透(芒果TV)	中播广告、视频浮层广告
电影	狙击手(爱奇艺)	中播广告
电影	中国机长(腾讯)	中播广告
动漫	海贼王(爱奇艺)	中播广告、视频浮层广告
	秦时明月之君临天下(优酷)	中播广告、视频浮层广告、创意中插广告
	名侦探柯南(芒果TV)	视频浮层广告
体育	2019ATP男单总决赛—蒂姆VS贝雷蒂尼(爱奇艺)	中播广告、口播广告
	NBA凯尔特人VS勇士(腾讯)	中播广告
	CBA 辽宁本钢VS八一(优酷)	视频浮层广告

主题	节目举例	广告类型
综艺	奇葩说第六集(爱奇艺)	口播广告、视频浮层广告
	演员请就位(腾讯)	口播广告、视频浮层广告、创意中插广告、中播广告
	明星大侦探5(芒果TV)	口播广告、创意中插广告、视频浮层广告
电视剧	小欢喜(爱奇艺)	创意中插广告、中播广告、视频浮层广告
	三生三世十里桃花(腾讯)	中播广告、创意中插广告
	海棠经雨胭脂透(芒果TV)	中播广告、视频浮层广告
电影	狙击手(爱奇艺)	中播广告
电影	中国机长(腾讯)	中播广告
动漫	海贼王(爱奇艺)	中播广告、视频浮层广告
	秦时明月之君临天下(优酷)	中播广告、视频浮层广告、创意中插广告
	名侦探柯南(芒果TV)	视频浮层广告
体育	2019ATP男单总决赛—蒂姆VS贝雷蒂尼(爱奇艺)	中播广告、口播广告
	NBA凯尔特人VS勇士(腾讯)	中播广告
	CBA 辽宁本钢VS八一(优酷)	视频浮层广告