Consumers’ personalized demand and rich content in the extensive entertainment era have boosted the rapid development of web celebrities in China. Web celebrities have gained wide influence in social media. However, under the internet and mobile internet context, in the current research about web celebrities there is little analysis of social communication and sentiment analysis based on big data from social media. Taking the popular milk tea brand HEYTEA as an example, we totally collected 46,892 valid text data from WeChat and Sina micro-blog by crawler technology. After data cleaning, text mining and visual analysis, we made portrait analysis for web celebrity consumers, and we also found the key opinion leader being very useful in the information communication of web celebrities, and consumers expressed different sentiment orientation when discussing web celebrities on social media. We classified the consumers into five types based on consumer attitude, consumer behavior and the sentiment analysis. Finally, this article presents the managerial implications to web the celebrity brand management.