Analyzing the reasons and impacts of CP marketing from the perspective of social media

Faculty of International Media, Communication University of China, Beijing, 10024, China

^* Corresponding author: vante1230@cuc.edu.cn

Abstract

With the development of the Internet, the promotion of film and television dramas has become a hot issue in the internet. Researchers have found that marketing has an great impact on the promotion of work and stars and network environment. However, there is still a research gap in the formation and impact of CP marketing in film and television. Based on reviewing relevant research literature, this article analyzes the current situation and causes of CP marketing in social media by analyzing entertainment marketing events on media platforms. It further explores the impact of CP marketing in film and television dramas on fans and the online environment, as well as the problems it brings to the creation, dissemination, and development of film and television dramas.Research has found that CP marketing has taken up a large proportion in film and television promotion, and the spiritual needs of the audience and the economic pursuit of the producers have led to its formation and development. However, the excessive entertainment of CP marketing has also led to irrational behavior by the audience, which has had a negative impact on the online environment. The excessive pursuit of commercialization by media capital has also led to audience backlash and a decline in the quality of works. Capital and media should control the direction and scale of marketing, pay attention to benign marketing, and the media also has a responsibility to guide audiences to participate in discussions rationally and create a good online environment.