Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)

<Previous Article In Volume
Next Article In Volume>

Crazy Thursday: The Phenomenon of Value Co Creation in Brand Marketing

Authors
Jiarui Yuan1, *
1Logistics an E-Commerce, Zhejiang Wanli University, Ningbo, China
*Corresponding author.
Corresponding Author
Jiarui Yuan
Available Online 3 December 2025.
DOI
10.2991/978-94-6463-888-2_74How to use a DOI?
Keywords
Business Analysis; Community Marketing; Value Co-creation; Cultural Symbol; Online Community
Abstract

At the moment when the digital wave is sweeping the world, the digital era has arrived. The deep integration between brand marketing and Internet culture has given birth to the new concept of value co creation. Take KFC’s “Crazy Thursday” activity as an example. At first, it was just a regular promotional activity, but under the promotion of Internet culture, it gradually evolved into a popular cross platform network. This phenomenon not only breaks the limitations of the traditional marketing activity lifecycle, but also develops into a cultural symbol that is self-organized and spontaneously spread by users, fully demonstrating the complex and profound interactive relationship between user generated content (UGC) and subculture communities. This study focuses on the typical case of “Crazy Thursday” and deeply analyzes how brands can leverage value co creation with subcultural communities to successfully transform short-term promotional activities into long-term cultural symbols, with a particular emphasis on exploring the key core role of UGC in this process. By combining the theory of value co creation and semiotics, this study analyzed UGC data on platforms such as Weibo, Xiaohongshu, and Bilibili from 2018 to 2024, revealing the characteristics of cultural symbol generation mechanisms at different stages, and providing theoretical guidance and practical paths for brand culture co creation in the digital age.

Copyright
© 2025 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.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
3 December 2025
ISBN
978-94-6463-888-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-888-2_74How to use a DOI?
Copyright
© 2025 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  - Jiarui Yuan
PY  - 2025
DA  - 2025/12/03
TI  - Crazy Thursday: The Phenomenon of Value Co Creation in Brand Marketing
BT  - Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)
PB  - Atlantis Press
SP  - 761
EP  - 768
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-888-2_74
DO  - 10.2991/978-94-6463-888-2_74
ID  - Yuan2025
ER  -