ObjectiveConsumers often need to compare the same type of products from different merchants to determine their purchasing needs. Fully mining the product information on the website and applying it to e-commerce websites or product introduction websites can not only allow consumers to buy products that are more in line with their wishes, but also help merchants understand user needs and the advantages of each product. How to quantify the emotional tendency of evaluation information and how to recommend satisfactory products to consumers is the research purpose of this paper.MethodAccording to the analysis of the research object, this paper uses the Python crawler library to efficiently crawl the data required for research. By writing a custom program for crawling, the resulting data is more in line with the actual situation. This paper uses the BeautifulSoup library in Python web crawler technology for data acquisition. Then, in order to ensure high-quality data sets, the acquired data needs to be cleaned and deduplicated. Finally, preprocessing such as sentence segmentation, word segmentation, and semantic analysis is performed on the cleaned data, and the data format required by the subsequent model is output. For weightless network, the concept of node similarity is proposed, which is used to measure the degree of mutual influence between nodes. Combined with the LeaderRank algorithm, and fully considering the differences between nodes in the interaction, the SRank algorithm is proposed. Different from the classical node importance ranking method, the SRank algorithm fully considers the local and global characteristics of nodes, which is more in line with the actual network.Results/DiscussionThis paper calculates the sentiment polarity of users’ comments, obtains the final user influence ranking, and identifies opinion leaders. The final ranking results were compared and analyzed with the traditional PageRank algorithm and SRank ranking algorithm, and it was found that the opinion leaders identified by the opinion leader identification model integrating user activity and comment sentiment were more reasonable and objective. The algorithm in this paper improves the efficiency of operation to a certain extent, and at the same time solves the problem that sentiment analysis cannot be effectively used in social network analysis, and increases the accuracy of e-commerce brand ranking.