当代市场竞争日益激烈，企业经营者纷纷选择差异化营销来使自己提供的商品从众多同类商品中脱颖而出，尤其是在品牌形象和人文理念的塑造方面进行差异化营销。使用名人代言人是塑造深入人心的品牌形象和人文理念的一种有效方式。近年来，天价代言费用、名人代言信用危机等问题层出不穷，名人代言人对品牌销售额的影响是否积极，企业的代言费花销是否值得则不得而知。

       本篇文章基于文本挖掘，探究名人代言人的各方面属性特征对品牌最终销售额的影响。在提出假设后，文章对名人的属性特征进行量化，构建了衡量名人的公众热度、名人的舆论情感指数、名人与品牌的匹配程度等指标体系。确定解释变量与因变量后，本篇文章建立面板数据回归模型考察名人的特征因素与品牌线上销售额间的关系。通过实证研究，基于126个品牌2017年10月至2018年9月的销售额数据以及代言情况，本篇文章对模型的假设进行了检验。结果表明，公众被动关注名人产生的热度、公众对名人的舆论评价积极程度、名人与品牌的匹配程度、名人的性别、公众主动关注品牌产生的热度和品牌的促销情况对品牌的线上销售额有一定的促进作用，而公众主动关注名人产生的热度与品牌的线上销售额呈负相关关系。

  Nowadays, market competition is becoming increasingly fiercer. As a result, many enterprises adopt differentiated marketing strategy to outstand their product or service, especially in building the brand image and shaping the brand's humanistic ideas. Using celebrity endorsement is an effective way of differentiated marketing to establish the brand image and the brand's humanistic ideas. In recent years, emerging problems like sky-high endorsement fees and credit crisis of celebrity endorser make enterprises reconsider if celebrity endorsement is worth the cost and can really promote brand's sales.

  This paper incorporates text mining techniques to explore the impact of the characteristics of celebrity endorsers on the sales revenue for the brand. After proposing the hypotheses, the characteristics of the celebrity endorser are quantified by constructing the evaluating system for the celebrity's popularity, the sentiment of the public opinion for the celebrity, the matching degree of the brand and the celebrity endorser, etc. With explanatory variables and dependent variable identified, a panel regression model is established to explore the relationships between the brand sales and the characteristics of the celebrity endorser. Based on the sales data of 126 brands and their corresponding celebrity endorser from September 2017 to October 2018, an empirical study is conducted to test our hypotheses. From the results, we find that the popularity coming from the passive attention of the general public to the celebrity endorser, the positiveness of the public opinion for the celebrity endorser and the matching degree between the brand and the celebrity endorser can improve the sales revenue for the brand. We also find that gender of the celebrity endorser, the popularity coming from the active attention of the general public to the brand and the brand promotion have a positive effect on the brand's sales revenue. In contrast, the popularity coming from active attention of the general public to the celebrity endorser have negative impact on the sales revenue for the brand.

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