Research on the Publicity Strategies of Nurturance Idols under the COVID-19

A Case Study of “Teens in Times”

DOI

10.2991/978-2-494069-89-3_172How to use a DOI?

Keywords

Nurturance idol; TNT; Promotion strategy; Short video platform; Psychology of fans

Abstract

The closure of cinemas and cancellation of all concerts around the world is a huge blow to entertainment companies and fans. “Teens in Times” (TNT) as a nurturance idol group, who debuted in November 2019, has rapidly increased its online publicity and held online concerts. This paper studies the propaganda strategies and effects of nurturance idols in the context of an epidemic situation with TNT as the research subject. This study distributed more than 100 questionnaires and observed TNT’s accounts on Weibo, Bilibili, Kuaishou, and Tiktok platforms. It is observed that TNT carries out basic online publicity by posting materials, like photos of daily life on these platforms and participates in variety shows, films, and TV series to attract fans. Moreover, accepting advertising endorsements is also a means of promotion. According to the survey, the majority of TNT’s fans are female students from junior middle schools and colleges, and nearly half of the respondents got to know each other through short videos. The publicity strategies of the company, Time Fengjun, focus on online publicity and are very effective, but they also have many shortcomings from the perspective of fans. Most of the fans will not spend money on branded merchandise, which shows that the company needs to make adjustments in the way of publicity to promote consumption. This paper also gives corresponding suggestions and optimization strategies for the status quo.

Copyright

© 2022 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  - Kunyi Shi
PY  - 2022
DA  - 2022/12/30
TI  - Research on the Publicity Strategies of Nurturance Idols under the COVID-19
BT  - Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences (ICHESS 2022)
PB  - Atlantis Press
SP  - 1503
EP  - 1511
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-89-3_172
DO  - 10.2991/978-2-494069-89-3_172
ID  - Shi2022
ER  -