How Viral Short-Video Film Marketing Has Reshaped Film Audiences—A Study on Douyin’s Marketing Influence

DOI

10.2991/978-2-38476-327-6_4How to use a DOI?

Keywords

marketing; media; short video marketing; film marketing; Chinese film; spectatorship

Abstract

This thesis examines the impact of viral short-video film marketing on audience engagement, using the marketing strategy of the 2024 Chinese comedy-drama film “YOLO” on Douyin as a case study. This study explores how Douyin’s short video marketing alters traditional film spectatorship, engages audiences emotionally, and influences their decision-making processes. Utilizing a questionnaire to gather data, the research reveals that Douyin’s strategy not only effectively promotes films but also transforms viewers into “prosumers,” who produce and share marketing content, thus reshaping the dynamics of film marketing and audience interaction.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Junyi Shang
PY  - 2024
DA  - 2024/12/17
TI  - How Viral Short-Video Film Marketing Has Reshaped Film Audiences—A Study on Douyin’s Marketing Influence
BT  - Proceedings of the 2024 4th International Conference on Social Development and Media Communication (SDMC 2024)
PB  - Atlantis Press
SP  - 17
EP  - 39
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-327-6_4
DO  - 10.2991/978-2-38476-327-6_4
ID  - Shang2024
ER  -