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Fan Economy in the Social Media Age: New Marketing Approaches

In: Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025)

Author

Listed:
  • Ding Nan

    (Zhejiang International Studies University, School of Culture and Tourism)

  • Wenjie Xu

    (Zhejiang International Studies University, School of Culture and Tourism
    Zhejiang International Studies University, International Research Centre of the Grand Canal)

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.

Suggested Citation

  • Ding Nan & Wenjie Xu, 2025. "Fan Economy in the Social Media Age: New Marketing Approaches," Advances in Economics, Business and Management Research, in: Huaping Sun & Hang Luo & Vilas Gaikar & Natālija Cudečka-Puriņa (ed.), Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025), pages 485-494, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-734-2_56
    DOI: 10.2991/978-94-6463-734-2_56
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