Emotional Impact of Marketing Account on Public

Taking the BTS Insulted China Incident as an Example

DOI

10.2991/assehr.k.210609.043How to use a DOI?

Keywords

Social media, opinion leader, marketing acounts, Weibo, emotional marketing

Abstract

With the development of social networks, the way people obtain and disseminate information has undergone tremendous changes. On social platforms, information has been spread faster and more widely. Under such circumstances, a marketing account came into being. They mainly rely on widespread attention to make money. For the marketing account, the amount of information that can be obtained is more important than the authenticity of the information. Therefore, many people believe that the marketing account has played a negative role in the information dissemination of social networks. One of them is that marketing accounts often create attention through emotional marketing. Hence, it is explored in this paper how the marketing account conducts emotional marketing through case study, and what are the harms of such a marketing approach. The case selected in this paper is the BTS humiliating China incident. Because Weibo is one of the largest social platforms in China, and BTS is a Korean singing group, the object of this paper is the Weibo article and the following comments of one of the largest entertainment marketing accounts on Weibo, Baquanlaogui (Old Ghost). According to the research results of this paper, Old Ghost used the subjective interpretation of the incident through the influence of opinion leaders and used the patriotism of Weibo users to incite Weibo users’ emotions and aroused the negative emotions of Weibo users towards BTS. Meanwhile, it utilized the characteristics of Weibo and the importance of timing to expand the influence.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Yilan Liu
PY  - 2021
DA  - 2021/06/10
TI  - Emotional Impact of Marketing Account on Public
BT  - Proceedings of the 2nd International Conference on Language, Art and Cultural Exchange (ICLACE 2021)
PB  - Atlantis Press
SP  - 219
EP  - 222
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210609.043
DO  - 10.2991/assehr.k.210609.043
ID  - Liu2021
ER  -