Consumer evaluation of Internet celebrity brands forms user-generated content (UGC),and the online word of mouth derived from it has a great impact on the brand of Internet celebrities. This paper crawls 12,193 valid text comments with the octopus data collector (V8. 0)on Weibo and Bilibili, taking Nayuki Tea as an example, a representative online celebrity brand in milk tea drinks. Through big data analysis, the core ele_x005fments of online word-of-mouth are mined, and the influence of online celebrity products on consumers’ purchasing behavior is explored. The study found that brand and consumer are two major themes of online word-ofmouth of internet celebrity chain stores. Combined with the questionnaire survey results for comparative verification, the research shows that the consumer behavior data obtained by the web crawler can reflect the real feelings of consumers more accurately. Research results show that the word of mouth of the product brand has gradually transferred from offline word of mouth to online network communication, and product quality is the root cause of the rapid popularity of online celebrity brands. The results also demonstrates that the market growth of online celebrity brands is driven by the younger generation of consumers. Moreover,positive online word-ofmouth can help improve the brand’s reputation and publicity.