Proceedings of the 2025 5th International Conference on Culture, Design and Social Development (CDSD 2025)

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Socialized Communication Strategies of Gaming Peripheral Brands: Audience Interaction and Content Marketing Analysis of Razer China on Douyin Platform

Authors
Yanzhang Li1, *
1Media & Communications, PSB Academy, University of Newcastle, Singapore, 039594, Singapore
*Corresponding author. Email: c3531575@uon.edu.au
Corresponding Author
Yanzhang Li
Available Online 26 February 2026.
DOI
10.2991/978-2-38476-541-6_50How to use a DOI?
Keywords
Razer China; Douyin; participatory culture; fan engagement; content marketing
Abstract

In the age of short video platforms, gaming peripheral brands are shifting from traditional marketing to interactive and emotionally engaging communication strategies. This study examines how Razer China leverages Douyin to connect with its young gamer audience through participatory content and culturally relevant language. By analyzing five representative videos and selected livestream content from March 2025, the research highlights how Razer uses memes, internet slang, and informal tones to build a sense of community and brand loyalty. The findings show that content framed around humor, novelty, or co-created meaning generates significantly higher engagement than standard promotional posts. Additionally, livestreams serve as a real-time interaction space that compensates for the brand’s limited response to comments. Overall, the study concludes that Razer China’s success on Douyin is rooted in its ability to blend fan culture with strategic content design, creating a brand environment where users feel involved, understood, and encouraged to participate.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 5th International Conference on Culture, Design and Social Development (CDSD 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
26 February 2026
ISBN
978-2-38476-541-6
ISSN
2352-5398
DOI
10.2991/978-2-38476-541-6_50How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yanzhang Li
PY  - 2026
DA  - 2026/02/26
TI  - Socialized Communication Strategies of Gaming Peripheral Brands: Audience Interaction and Content Marketing Analysis of Razer China on Douyin Platform
BT  - Proceedings of the 2025 5th International Conference on Culture, Design and Social Development (CDSD 2025)
PB  - Atlantis Press
SP  - 449
EP  - 454
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-541-6_50
DO  - 10.2991/978-2-38476-541-6_50
ID  - Li2026
ER  -