[Objective] This study tries to identify the characteristics of consumers, aiming to improve the performance of accurate marketing. [Methods] First, we conducted sentiment analysis of the Weibo texts. Then, we divided the Weibo users into nine groups with Ward clustering technique, and identified their influences. Thirdly, we analyzed each user group from the perspectives of sentiment and influence. Finally, we extracted the users’ characteristics with a modified customer value matrix. [Results] We found significant differences among users’ sentiments on a specific cell phone brand. The fashion-chasing women and IT industry workers were in favor of this brand. They could also convince members of other groups choose the same brand. [Limitations] We only included the common indicators to examine Weibo users’ influences. [Conclusions] The proposed method could effectively identify consumers’ characteristics and promote accurate marketing.
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