Fan Economy in the Social Media Age: New Marketing Approaches

Ding Nan () and Wenjie Xu ()
Additional contact information
Ding Nan: Zhejiang International Studies University, School of Culture and Tourism
Wenjie Xu: Zhejiang International Studies University, School of Culture and Tourism

A chapter in Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025), 2025, pp 485-494 from Springer

Abstract: Abstract In the era of social media, the fan economy has brought new opportunities and challenges to the marketing model of enterprises. Starting from the definition of the concept of fan economy, this paper explores the impact of fan economy on the marketing model, that is, the development of communication forms from a single chain to two-way interaction and the precision marketing and user segmentation driven by data and trust Word-of-mouth marketing has become particularly important to stimulate and promote new marketing models such as community marketing, KOL marketing, and IP marketing, while also increasing marketing risks; Finally, this paper discusses five main marketing models in the fan economy environment, emphasizing that enterprises need to accurately understand the psychological demands of fans, fully consider the communication characteristics of social media, reasonably weigh the pros and cons, and continuously optimize and innovate marketing strategies, to provide a reference path for the sustainable development of corporate brands and the maximization of commercial value.

Keywords: social media; fan economy; marketing model (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:978-94-6463-734-2_56

Ordering information: This item can be ordered from
http://www.springer.com/9789464637342

DOI: 10.2991/978-94-6463-734-2_56

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 ().