IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-888-2_79.html

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

In: Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)

Author

Listed:
  • Jiaxuan Li

    (Xinjiang University of Finance & Economics, School of Public Finance and Taxation)

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.

Suggested Citation

  • Jiaxuan Li, 2025. "Box Office Miracle: Emotional Resonance + User Co-Creation——Ne Zha2 TikTok Marketing Strategy Analysis," Advances in Economics, Business and Management Research, in: Abdelhak Senadjki & Chee Yoong Liew & Yahua Xu & Fong Peng Chew (ed.), Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025), pages 799-807, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-888-2_79
    DOI: 10.2991/978-94-6463-888-2_79
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-888-2_79. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.