Social Media Communication Strategy and User Behavior Analysis of Film IP from a Cross-cultural Perspective

Abstract

This paper uses the live-action film "Barbie" as an example to explore the strategies and analysis of user behavior in the social media communication of film intellectual property (IP) from a cross-cultural perspective. First, it introduces the concept and characteristics of social media marketing, including establishing marketing points and trust, sharing content with readers, and building interactive relationships with customers. Next, it analyzes the current situation and characteristics of film marketing and summarizes the development stages of film marketing. Then, it proposes social media marketing strategies based on the film's content, the audience, and the business model, including topic marketing, event marketing, word-of-mouth marketing, and emotional marketing. In addition, it explores the problems faced by film social media marketing. It puts forward corresponding countermeasures, such as innovation in marketing models, integration of online resources, and rational planning of market schedules. Finally, it summarizes this research's primary results, innovations, and prospects for future research directions. This study is significant for film IP's social media communication strategies and user behavior analysis, providing valuable references for the film industry.