Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025)

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Fan Economy in the Social Media Age: New Marketing Approaches

Authors
Ding Nan1, Wenjie Xu1, 2, *
1School of Culture and Tourism, Zhejiang International Studies University, Hangzhou, China
2International Research Centre of the Grand Canal, Zhejiang International Studies University, Hangzhou, Zhejiang, China
*Corresponding author. Email: xuwenjie@zisu.edu.cn
Corresponding Author
Wenjie Xu
Available Online 27 May 2025.
DOI
10.2991/978-94-6463-734-2_56How to use a DOI?
Keywords
social media; fan economy; marketing model
Abstract

In the era of social media, the fan economy has brought new opportunities and challenges to the marketing model of enterprises. Starting from the definition of the concept of fan economy, this paper explores the impact of fan economy on the marketing model, that is, the development of communication forms from a single chain to two-way interaction and the precision marketing and user segmentation driven by data and trust Word-of-mouth marketing has become particularly important to stimulate and promote new marketing models such as community marketing, KOL marketing, and IP marketing, while also increasing marketing risks; Finally, this paper discusses five main marketing models in the fan economy environment, emphasizing that enterprises need to accurately understand the psychological demands of fans, fully consider the communication characteristics of social media, reasonably weigh the pros and cons, and continuously optimize and innovate marketing strategies, to provide a reference path for the sustainable development of corporate brands and the maximization of commercial value.

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.

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Volume Title
Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
27 May 2025
ISBN
978-94-6463-734-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-734-2_56How 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  - Ding Nan
AU  - Wenjie Xu
PY  - 2025
DA  - 2025/05/27
TI  - Fan Economy in the Social Media Age: New Marketing Approaches
BT  - Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025)
PB  - Atlantis Press
SP  - 485
EP  - 494
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-734-2_56
DO  - 10.2991/978-94-6463-734-2_56
ID  - Nan2025
ER  -