The Addiction Mechanism and Social Asset Transformation behind the Peripheral Branding

Business School, Zhejiang Wanli University, Ningbo, China

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Abstract

Recently, fans culture is spread widely gradually. At the same time, peripheral market emerged and grew rapidly. With the upgrading of domestic cultural consumption and the intensification of brand stock competition, the lightweight and highly empathetic peripheral branding operation. The research focuses on the addiction mechanisms and social asset transformation pathways in peripheral branding. Employing a comprehensive research methodology that combines literature review, questionnaire surveys, in-depth interviews, and observation, it explores the core drivers of consumers’ addictive consumption behaviours in peripheral branding and outlines the specific pathways for social asset transformation. The findings reveal that the addiction mechanism in peripheral branding is driven by the binding of users’ deep emotional attachment, the strong stimulation of brand limited scarcity marketing, and the conformity promotion of the exclusive fan community atmosphere. These three dimensions deepen irrational consumption. Based on case analysis, the study identifies existing challenges and future trends in the current landscape of peripheral branding.