MARKETING COMMUNICATION STRATEGIES FOR NOVELS AND DRAMAS ON ONLINE PLATFORMS IN CHINA
Keywords:
Marketing Communication, Online Novels, Online Dramas, ChinaAbstract
This study aimed to: 1) examine the marketing communication strategies employed in the dissemination of online novels and dramas on digital platforms in China; 2) analyze the differences in strategies across various platforms; and 3) investigate the levels of consumer satisfaction among users with different demographic and media-use characteristics regarding the consumption of online novels and dramas. The research sought to generate both theoretical and practical insights that can be applied to real-world practices within the online media industry. A mixed-methods research design was adopted, integrating quantitative and qualitative approaches to obtain comprehensive and reliable findings. For the quantitative phase, data were collected from 387 respondents and analyzed using statistical techniques including reliability testing, confirmatory factor analysis (CFA), and structural equation modeling (SEM). For the qualitative phase, in-depth interviews were conducted with key informants such as marketing executives, advertisers and business partners, content creators, platform managers, and general consumers. These interviews provided diverse perspectives on strategic development and its influence on consumption behaviors.
The findings revealed that: 1) marketing communication strategies for promoting online novels and dramas in China increasingly involve cross-platform integration, along with the application of emerging technologies such as big data analytics and AI-driven recommendation systems. These technologies play a crucial role in enhancing user engagement, fostering long-term loyalty, and strengthening brand stability. 2) Comparative analysis of online platforms showed clear strategic differences. Douyin demonstrates high effectiveness in generating awareness through algorithm-driven short-video targeting, while Weibo excels in interactive communication, real-time updates, and trend dissemination through its “Hot Search” mechanism. Consequently, the two platforms serve distinct roles across the full marketing funnel—from awareness and engagement to word-of-mouth diffusion. 3) Consumer satisfaction levels significantly differed (p < 0.05) among groups with varying ages, media-use patterns, and digital consumption behaviors. User experience (UX),
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