Research on the Perception of Sports Event Brand Image from the Perspective of Social Media

This study takes the Jiangsu Football City League (hereinafter referred to as the "Su Chao") in China as the research object. Based on User-Generated Content (UGC) from Sina Weibo, methods such as TF-IDF, SnowNLP sentiment analysis, and LDA topic modeling are employed to analyze the public's multidimensional perception of Su Chao's brand image.