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

DOI

10.2991/978-94-6463-888-2_79How to use a DOI?

Keywords

Emotional Resonance; Marketing; Tiktok; Emotional Awareness; Cultural Identity

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.

Copyright

© 2025 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  - Jiaxuan Li
PY  - 2025
DA  - 2025/12/03
TI  - Box Office Miracle: Emotional Resonance + User Co-Creation——Ne Zha2 TikTok Marketing Strategy Analysis
BT  - Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)
PB  - Atlantis Press
SP  - 799
EP  - 807
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-888-2_79
DO  - 10.2991/978-94-6463-888-2_79
ID  - Li2025
ER  -