Social Media Data Mining and Online Consumer Behavior Analysis

This study explores the impact of social media marketing activities on consumer behavior, emotional attitudes, and purchasing decisions, aiming to optimize brand marketing strategies. As social media becomes increasingly important in consumer decision-making, how to improve marketing effectiveness through sentiment analysis and behavioral analysis has become a pressing issue to be addressed. Research methods include dynamic sentiment tracking, user behavior cluster analysis, and purchase decision path modeling. Firstly, the study uses sentiment analysis to track consumers’ sentiment fluctuations on social media in real time and analyze the impact of sentiment changes on purchase intention and brand awareness. Secondly, cluster analysis is used to segment users and identify the behavioral characteristics and purchase preferences of different groups to support personalized marketing strategies. Finally, a consumer purchase decision model is constructed through path analysis to explore the role of factors such as emotional tendencies, interactive behaviors and social influences in the decision-making process. The experimental results show that brand activities significantly increase users’ interaction frequency, sharing frequency and purchase frequency. After the activity, the user’s interaction index increased by an average of 47.6, the average number of shares increased by 6.3 times, and the average purchase frequency increased by 5.5 times. In particular, users with high interaction and positive emotional tendencies showed stronger purchase intentions and brand loyalty. Research has found that social media activities not only increase brand exposure but also promote consumers’ emotional identification and brand loyalty. Therefore, brands should flexibly adjust marketing strategies based on the portraits of different user groups, and use sentiment analysis and social influence to optimize the purchase decision path, thereby improving marketing effectiveness.