Box Office Miracle: Emotional Resonance + User Co-Creation——Ne Zha2 TikTok Marketing Strategy Analysis

Jiaxuan Li ()
Additional contact information
Jiaxuan Li: Xinjiang University of Finance & Economics, School of Public Finance and Taxation

A chapter in Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025), 2025, pp 799-807 from Springer

Abstract: Abstract As the quintessential example of domestic animated cinema, Ne Zha2’s box office triumph is due not only to its superlative production but also to the judicious use of an emotional marketing and user co-creation strategy facilitated by the TikTok platform. At the centre of this paper is the integration of affective communication theory with the cognitive psychology framework. Through this integration, the path of emotional activation in the TikTok marketing of Ne Zha2 is systematically analysed. The system analyzes how the film accurately grasps the psychology of the audience and inspires users to participate in content creation. This results in fission communication, which ultimately leads to box office growth. The study found that through the design of character empathy, social issue binding, and interactive play, the film transformed the audience into communicators, realised the transformation from ‘film IP’ to ‘cultural symbol’, and provided new ideas and paradigms for film and television marketing.

Keywords: Emotional Resonance; Marketing; Tiktok; Emotional Awareness; Cultural Identity (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-888-2_79

Ordering information: This item can be ordered from
http://www.springer.com/9789464638882

DOI: 10.2991/978-94-6463-888-2_79

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().