Author(s)

Zihan Qin

Corresponding Author

Zihan Qin

Abstract

This study uses machine learning technology to explore the impact of user-generated content (UGC) on Disney IP brand marketing. With the booming development of the Internet and self-media, UGC has gradually become an important channel for brand communication, bringing new challenges to the traditional Disney marketing model based on professionally generated content (PGC). This paper constructs a comprehensive UGC analysis framework through innovative methods such as multimodal data fusion, sentiment and behavior prediction models, time series analysis, and social network analysis. It combines consumers' subjective dimensions (such as sentiment tendencies, purchase intentions, etc.) with Disney's objective business indicators (such as revenue, stock prices, etc.) to quantify the impact of UGC on brand reputation and business performance. Through a comparative analysis of the global dissemination paths and cultural differences of UGC, this paper proposes an intelligent recommendation system and a solution for automatic UGC generation, providing a new perspective and tool for Disney's future brand communication and marketing strategies.

Keywords

User-Generated Content, Sentiment Analysis, Disney Brand, Machine Learning, Intellectual Property Marketing Strategy