SHS Web Conf.
Volume 179, 20232023 6th International Conference on Humanities Education and Social Sciences (ICHESS 2023)
|Number of page(s)
|Social Media and Online Education Research
|14 December 2023
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: firstname.lastname@example.org
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.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.