Marketing Communication for Online Documentary “The Story of Chuan”

บทคัดย่อ

The purposes of this study were: (1) To explore the factors contributing to the marketing communication effectiveness of online documentary; (2) To analyze how marketing communication for online documentary affects the audience's cognition and behavior, using the Bilibili online documentary "The Story Of Chuan" as a case study.

This study adopts a combination of quantitative and qualitative research methods. The researchers used literature reviews and case studies to analyze the marketing communication situation of Chinese online documentary from 2015 to 2022, with a focus on the documentary "The Story Of Chuan" on the Chinese website Bilibili. This was done to explore which factors affect the marketing communication of online documentary. A quantitative study employed a survey questionnaire to conduct a sampling survey of 463 college students in Guangzhou, China, to empirically investigate how the marketing communication of "The Story Of Chuan" affects the audience's cognition and behavior, thereby influencing the audience's value co-creation behavior.

The results of the research found that: (1) The factors that affect the marketing communication effectiveness of online documentary mainly include two parts: the quality of marketing communication of online documentary and the process of stimulating the audience with marketing communication content and triggering audience value co-creation behavior. The four dimensions of Content interesting, Interests index, Interaction quality, and Individuality characteristics will affect the quality of marketing communication in online documentary. (2) The marketing communication of online documentary, including content interesting, Interests index, Interaction quality, and Individuality characteristics, will stimulate the audience with emotional cognition, value cognition, trust cognition, and cost cognition, and trigger value co-creation behaviors such as viewing, paying, sharing, interacting, recreating, and purchasing derivatives.