Business Logic Analysis of Co-branded Marketing on Social Media: A Study Based on IP Derivatives Market Data and User Comments' Emotions
TL;DR
The scale of co-branded marketing market has continued to grow at a high speed, and the market value and potential are huge; among them, social media plays three roles of propagation amplifier, user co-creation platform and emotional connector.
Abstract
In recent years, co-branded marketing has become popular throughout the network, and social media plays a crucial role in it. Based on recent market data and user reviews, the great potential of co-branding and the role of social media in it were studied. Descriptive statistics, structural analysis and text analysis are comprehensively used in this study. The study finds that: the scale of co-branded marketing market has continued to grow at a high speed, and the market value and potential are huge; Among them, social media plays three roles of propagation amplifier, user co-creation platform and emotional connector .Their degree of play determine the success or failure of co-branded marketing; Positive comments from users in social media focused on “creativity” and “collection value”, while negative comments focused on “difficulties in rush buying” and “decline in quality”, which revealed that the core of co-branded marketing's success lies in the deep integration of IP and products, and the construction of emotional resonance. This study provides decision-making reference for the company to do co-branding practice in the era of social media.