Loyal Fans Research Articles

Marketing Strategies for Chinese Smartphone Brands to Compete with iPhone

Chinese cell phone brands face increasing competition at home and abroad, especially from the dominance of the foreign brand iPhone. The competitive pressure on these brands has intensified against the backdrop of U.S. sanctions on Chinese mobile chips. This study examines the marketing strategies of leading Chinese brands such as Huawei, Xiaomi, and OPPO to cope with this competitive landscape. The study examines how these brands have successfully entered and expanded into overseas markets through case studies and data analysis. The findings show that these brands have adopted strategies such as catering to specific consumer needs, utilizing low prices to attract consumers with limited budgets, increasing brand awareness, and exploring new international markets. Notably, Huawei’s patriotic marketing strategy brings both benefits and risks, while OPPO’s use of brand partnerships is also a noteworthy marketing approach. The study concludes that while the iPhone maintains a stable market share and loyal fan base in China, Chinese brands must adopt a differentiation strategy to avoid direct competition with Apple. This requires focusing on unique value propositions, such as superior affordability, innovative features, or tailored marketing approaches, to secure a more diverse and resilient market position.

Research On Marvel's Marketing Model: An Analysis of Digital Marketing and Synergistic Effect

Marvel Studios occupies a significant position in the global entertainment industry. Its success is attributed not only to its film content but also to its unique marketing strategies. This paper aims to analyze Marvel's digital marketing model and the synergistic effects across different media. Through case studies of Marvel Studios' marketing strategies, this paper explores its practices and achievements in social media, content marketing, and cross-platform collaboration. Furthermore, this paper examines relevant market data and user feedback, comparing Marvel's marketing model with other well-known brands through comparative analysis. The research finds that Marvel has successfully established a strong brand influence and a loyal fan base through precise digital marketing and efficient media synergy. This paper will help other enterprises understand how to use digital marketing and synergies to enhance brand value and market competitiveness, demonstrating the effectiveness of Marvel's digital marketing strategies in developing brand cohesion and achieving high returns.

Analysis Of the Future Development Trend of Marvel Superhero Movies: An Empirical Study Based on Time Series Method

With the expansion of the global entertainment market, Marvel superhero movies have had a significant impact on modern culture. Superhero movies have gained a wide audience with their unique themes, exciting plots, and visual effects. However, factors such as aesthetic fatigue and the pandemic have led to poor performance in recent years. This study aims to predict the future trend of superhero movies through time series analysis, providing decision-making basis for film and television companies. This article adopts a review study, ARIMA model time series analysis, and second-hand data analysis to predict using indicators such as historical box office, Tomatometer, and Audience Score. Research shows that superhero movies maintain a strong development trend, thanks to advances in digital technology and visual effects, as well as continuous exploration of new content. It’s thrilling, humorous, and righteous themes continue to attract loyal fans. New elements such as superheroes with different identities also attract new audiences, indicating that superhero movies will continue to develop.

STUDY ON THE INFLUENCE OF CUSTOMER PERCEIVED VALUE ON REPEATED PURCHASE BEHAVIOR OF KNOWLEDGE PAYMENT IN ONLINE SHOPPING ENVIRONMENT: AN EMPIRICAL ANALYSIS BASED ON ONLINE EDUCATION PLATFORM

Nowadays, with the rapid development of information technology, numerous platforms and groups have entered the field of knowledge payment, thereby initiating a new trend. Despite the recognition of some users, there is still a low purchase or repeat purchase behavior, and many companies face a low fan conversion rate and a scarcity of loyal fans. Therefore, this paper aims to explore the impact of perceived value on consumers' repeated purchase behavior of knowledge so as to propose constructive suggestions for the development of the knowledge payment industry. We introduce customer recognition and brand effect as mediating and moderating variables in this study, and construct an analytical model for knowledge-based repeat purchase behavior on an online education platform. We find that each dimension of perceived value completely mediates the influence on the mediating variable "sense of identity", with the exception of the educational function value, which only partially mediates the influence. Enhancing the brand effect strengthens the relationship between each dimension and consumers' repeated purchase intention, thereby verifying the existence of the moderating effect. However, the social value dimension's influence did not significantly change, making it impossible to verify its moderating effect.

Why is “K-pop” popular in China: Research on the consumption behavior patterns in the New Media Environment

With the entertainment industry and the prevalence of consumerism today, the birth of the fan consumer culture in recent years has shown more and more powerful influence, fan economic market is growing. The emergence of new media communication channels, so that the emergence of new ways of communication, and then to provide a broader fan consumption exchange, trading platform. “Hanyu” also has many loyal fans in China, especially “K-POP” fans.This paper takes the “K-POP” fans in China as the main research object, studies their consumption behavior, analyzes the causes of this phenomenon and the factors that affect the consumption behavior of fans, further enrich the research results in the field of cultural consumption, explore the unique advantages of fan consumption culture for better manufacturing of Chinese products and dissemination of Chinese culture.

Addressing the Conversion of Athletes' Temporary Fans into Loyal Fans

Addressing the Conversion of Athletes' Temporary Fans into Loyal Fans

Framing negative eWOM via conjunctions: The language of customer communication in the luxury hotel sector on social media

In the digital age, social media has a significant impact on consumer perceptions. This business communication study examines the linguistic strategies used to express and repair negative electronic word of mouth (eWOM) in Hong Kong’s luxury hotel sector. The data, which were collected from travel forums, consist of 17,344 words from online hotel reviews (11,647 words) and responses (5,697 words) made by the visitors and senior hotel management of 18 five-star hotels. Using systemic functional linguistics as a framework, this study analyses the logical relations that exist between expectant and concessive conjunctions, as well as the evaluative judgment resources present in an appraisal system. The analysis focuses on the poor service standards framed in the complaints and how the hotel management responds to such situations differently, particularly with respect to repairing customer expectations. This study also examines how loyal fans and frequent travellers present their customer identity when dealing with service-related issues. By developing an understanding of how luxury hotels manage customer complaints, repair customer relationships, and protect their brand reputation through dynamic interactions, this study can provide valuable communication insights for the hotel sector.

Empowering Global Growth: Analyzing Apple's Sales Strategies in North America and Macau

Strategically, Apple specializes in research and development to gain a wide range of high-quality product recognition and a large number of loyal fans, gaining customer loyalty. At the same time, the sales team caters to the overall strategic policy of the company, providing higher quality service (apple care) and warmer service. Moreover, in the performance evaluation, if the relevant indicators have a strong correlation between the company's strategy and the interests (performance) of each team and individual, it will promote the collaborative development of the company and sales team.At the same time, in empowering the sales team, clear goals will be set within the team, giving the group consistent direction

Factors Influencing Fans to Attend Matches Amid Pandemic: Exploring the Role of Trio of Team Affiliation, Sportscape, and Team Quality

Football is a sport that has attracted global attention. Individuals who attend competitive football associate with teams and athletes to a point where they become ardent attendees. Post-pandemic, fans have returned in droves to watch live matches at stadiums following the relaxation of strict observance of safety protocols. The purpose of this phenomenological study was to determine the factors that prompt fans to attend matches during games by focusing on three main factors including team affiliation, sportscape and star players. We used a qualitative phenomenological approach to obtain deeper comprehension regarding factors that influence fans to crowd at stadiums to watch football. We deployed semi-structured interviews which gave us the opportunity to probe and gather relevant responses. Interviews were audio taped and transcribed to pave the way for content analysis. Results show that fan affinity and star players are prime determinants of fans’ match day attendance at stadiums. Sportscape yielded mix results with some fans putting premium on sportscape but others lamented the deplorable conditions of stadium amenities such as washrooms, insecurity, and malfunctioning scoreboard on whose evidence sportscape does little to motivate them to attend matches. We recommend the need for teams to pool resources into recruitment of star players and build a groundswell of loyal fans through outstanding in-field performances to attract crowds to the stadium.

The Popularity and Enlightenment of Japanese Fantasy Travel-Themed Animation in China

Japanese animation is widely spread in China with its wide variety and exquisite production, among which animation with fantasy travel as the theme has several loyal fans, such as Kino’s Journey: the Beautiful World, MUSHISHI, Frieren: Beyond Journey’s End and other animation works have always maintained a high quality of reputation. However, there is little research on this kind of animation in learning. This paper starts with representative animations, introduces the secondary world theory and travel narrative theory, and analyzes that fantasy travel-themed animations are popular because of their high quality, healing effect, and ability to cater to the audience’s yearning. At the same time, it has the double aesthetic value of fantasy and life meaning. Therefore, it is suggested that Chinese animations can make further progress in terms of sensory experience, popular fashion, and cultural value, as well as expand the development space of Chinese animations by enriching themes and improving characters, fitting the popular points, and strengthening cultural integration.

Management of Globalization of Motorsport and Future Development

The motorsport industry has conducted a remarkable global transformation in the past few years and reach some success in terms of popularity and finance. Formula 1, in particular, has seen a boost in viewership thanks to innovative management and the influence of social media, especially the "Drive to Survive" series. However, this success has come with a set of complex challenges. One key issue is the choice of propulsion systems. While electric power gain traction in the automotive sector, motorsport faces a rather difficult choose. Traditional internal combustion engines, a hallmark of the sport, risk falling out of sync with environmental standards. Transitioning entirely to electric power might alienate loyal fans. A middle ground could lie in sustainable and synthetic fuels, reducing carbon dioxide emissions while preserving the essence of racing. Diversity, equity, and inclusion are pressing concerns. Underrepresentation of individuals from minority backgrounds persists, accompanied by racial discrimination. Female representation remains rare. Addressing these challenges requires systemic changes, starting with equal opportunities in education and support for aspiring motorsport enthusiasts from minority backgrounds. In conclusion, while the motorsport industry faces complex issues, it has a bright future if it makes informed decisions and embraces technological development. Sustainable fuels, equitable regulations, and diversity initiatives promise a more inclusive and sustainable motorsport landscape.

Unlocking high-value football fans: unsupervised machine learning for customer segmentation and lifetime value.

In the modern competitive landscape of football, clubs are increasingly leveraging data-driven decision-making to strengthen their commercial positions, particularly against rival clubs. The strategic allocation of resources to attract and retain profitable fans who exhibit long-term loyalty is crucial for advancing a club's marketing efforts. While the Recency, Frequency, and Monetary (RFM) customer segmentation technique has seen widespread application in various industries for predicting customer behavior, its adoption within the football industry remains underexplored. This study aims to address this gap by introducing an adjusted RFM approach, enhanced with the Analytic Hierarchy Process (AHP) and unsupervised machine learning, to effectively segment football fans based on Customer Lifetime Value (CLV). This research employs a novel weighted RFM method where the significance of each RFM component is quantified using the AHP method. The study utilizes a dataset comprising 500,591 anonymized merchandising transactions from Amsterdamsche Football Club Ajax (AFC Ajax). The derived weights for the RFM variables are 0.409 for Monetary, 0.343 for Frequency, and 0.248 for Recency. These weights are then integrated into a clustering framework using unsupervised machine learning algorithms to segment fans based on their weighted RFM values. The simple weighted sum approach is subsequently applied to estimate the CLV ranking for each fan, enabling the identification of distinct fan segments. The analysis reveals eight distinct fan clusters, each characterized by unique behaviors and value contributions: The Golden Fans (clusters 1 and 2) exhibit the most favourable scores across the recency, frequency, and monetary metrics, making them relatively the most valuable. They are critical to the club's profitability and should be rewarded through loyalty programs and exclusive services. The Promising segment (cluster 3) shows potential to ascend to Golden Fan status with increased spending. Targeted marketing campaigns and incentives can stimulate this transition. The Needs Attention segment (cluster 4) are formerly loyal fans whose engagement has diminished. Re-engagement strategies are vital to prevent further churn. The New Fans segment (clusters 5 and 6) are fans who have recently transacted and show potential for growth with proper engagement and personalized offerings. Lastly, the Churned/Low Value segment (clusters 7 and 8) are fans who relatively contribute the least and may require price incentives to potentially re-engage, though they hold relatively lower priority compared to other segments. The findings validate the proposed method's utility through its application to AFC Ajax's Customer Relationship Management (CRM) data and provides a robust framework for fan segmentation in the football industry. The approach offers actionable insights that can significantly enhance marketing strategies by identifying and prioritizing high-value segments based on the club's preferences and requirements. By maintaining the loyalty of Golden Fans and nurturing the Promising segment, football clubs can achieve substantial gains in profitability and fan engagement. Additionally, the study underscores the necessity of re-engaging formerly loyal fans and fostering new fans' growth to enable long-term commercial success. This methodology not only aims to bridge a research gap, but also equips marketing practitioners with data-driven tools for effective and efficient customer segmentation in the football industry.

The Rise of Douyin E-commerce: An Analysis of Amateur Anchors and Future Prospects

The Douyin e-commerce platform is an e-commerce platform that has risen to prominence in recent years. The platform has attracted many online celebrities and amateur entrepreneurs. However, as the number of participants on the platform continues to grow, with well-known anchors emerging and manufacturers getting personally involved in selling their products, amateur anchors face increasing competition and challenges. On the Douyin e-commerce platform, amateur anchors have the advantage of low cost and high flexibility, and they can attract viewers and build a loyal fan base through unique content. However, facing a competitive market, they also face the pressure of content homogenization and competition from well-known anchors. Therefore, amateur anchors need to gain a deep understanding of their target audience, craft content strategies, and continuously improve their performance to remain competitive. In addition, they can utilize their influence and loyal fan base to help brands promote new products and increase sales.

Research on the Influence of Brands Endorsed by Mainland Stars on the Behavior of Local Consumers

With Chinas economic growth, domestic celebrities are increasingly visible on the international stage. Many fashion brands opt for celebrity endorsements to enhance their brand influence and awareness. Celebrity endorsement has been a common communication strategy, garnering consumer attention and elevating a brands competitiveness. It also enhances the commercial value of the endorsing star. Celebrities attract highly loyal fan bases, resulting in increased participation in endorsed brand activities. This boosts brand favorability among consumers and can convert star fans into brand loyalists, expanding international influence. However, recent negative news about celebrities has affected brand endorsements. Fans often defend their idols, which can harm the brands image. This paper addresses the following questions: 1. Is there a positive correlation between celebrity endorsements and consumer product consumption behavior? 2. Do consumers attitudes toward brands correlate with their consumption behavior? 3. Are idol-endorsed ads positively correlated with increased consumption by fans? Some brands have experienced short-term increases in awareness and sales, but whether this can be sustained requires consideration. Additionally, while most endorsements aim to boost brand awareness and sales, their impact on non-fan consumers, particularly whether such endorsements trigger aversion or resistance, merits further discussion. This study will review existing research, analyze the influence of celebrity endorsements on brands and sales trends, and examine the purchasing power of different consumer groups, including fan and non-fan segments.

Worcester Red Sox: Let's grow our brand

Research methodology This case was developed through interviews with Brooke Cooper, Dr. Charles Steinberg and others at the WooSox, as well as a thorough analysis of the Worcester Red Sox’s social media and company websites. Purpose The purpose of this marketing case study is to This case focuses on understanding the process involved in conceptualizing and developing a marketing plan and strategy, and the ability to define and articulate the importance of BRAND in a marketing context. Case overview/synopsis The Pawtucket Red Sox relocated to Worcester, Massachusetts in Spring of 2019. The citizens of Worcester embraced their new team – the WooSox – as did many of the surrounding towns in Worcester County. The marketing arm of the WooSox worked tirelessly to develop a plan that included immersion in the cultures of the cities and towns within Worcester County; becoming a presence in their schools, businesses and community-based organizations; learning the priorities of the individual communities and supporting those needs; building a consistent, interactive and strong presence on social media; highlighting various interactions with their fan base; providing an outstanding experience at Polar Park; creating a loyal fan base ultimately driving ticket and merchandise sales and cultivating new fans to experience Polar Park; and understanding that word of mouth is the best form of marketing. The WooSox leadership team understood the need to expand its reach into new markets. In this case, the marketing team has been charged with exploring the Western Massachusetts region as a potential growth opportunity. The WooSox have a strong brand in the greater Worcester County area – but can they travel 60–90 min west and establish the same presence? Complexity academic level This case was written for undergraduate-level Marketing Principles or Sport Marketing courses.

The K-POP Phenomenon: Analyzing Success Secrets of S.M. Entertainment in Global Fandom

Korean-pop (K-pop) lead a global phenomenon over the world, K-pop music, Korean TV dramas and Korean movies and other entertainment culture permeates every corner of our life. With the popularity of PSY's Gangnam Style on YouTube in 2012 and BTS attend American Music Awards as the first Korean idol group in 2017, bringing K-pop to more people and attracting more loyal fans. They see their idols as spiritual salvation, buying albums, attending concerts and vote for charts. Behind these loyal behaviors, the sophisticated marketing model of Korean entertainment companies is inseparable. This research will take S.M. Entertainment, one of South Korea's top four entertainment companies, as an example to explore the secrets of K-pop develop strong fandom in the worldwide. To be specific, this research will analyze the strategies of South Korean entertainment companies to build a strong fan empire from four perspectives: business model, social media marketing, cultural branding, and fandom community. By implementing a comprehensive marketing strategy, Korean idols have successfully driven the fan economy and made K-pop grow on the international stage.

How to Realize IP Marketing: The New Idea of New Energy Vehicle Marketing -- Taking the Tesla Electric Vehicle as an Example

In this open new media era, IP marketing has become an increasingly important marketing means. That is to say, according to the type and characteristics of the work (IP) publicity, so that the work (IP) accumulates a large number of loyal fans of the marketing means so that the general IP can be known by everyone, the other is to create new IP. When the product sales of many new energy vehicle enterprises are not ideal, Tesla appears in the world as a new force, which also makes many enterprises with poor sales see the hope of new energy vehicles. Tesla also told them how dominant new energy is in this era. Its CEO, Elon Musk, has brought super traffic and marketing power to Tesla through his super IP, creating a completely different from other new energy vehicle marketing to make IP marketing known to the public, bring his fans, and constantly attract fans. This study will summarize and refine Musk's marketing help to Tesla, and analyze the marketing cases of Musk and Tesla, to provide ideas and enlightenment for the marketing of other new energy vehicle industries and academic circles.

How does an online influencer manipulate the stock market?

We construct a two-period Kyle model to investigate how a financial online influencer manipulates the stock market. Given that an online influencer usually has many loyal fans, he first places a random order in the market and transmits its signal to his fans, and then engages in predatory trading in the second period. We provide a sufficient condition for the motivation of the influencer manipulating the market. With the increase in the number and the level of fans' loyalty, the market liquidity is improved while the influencer enhances the intensity of predatory trading resulting in worse deteriorated price informativeness.

Exploring the Influential Factors of Personal Media Bloggers on Followers’ Continuous Following Intention Based on Relationship Marketing Theory

The use of personal media has become increasingly popular in recent years. However, gaining and retaining followers has become increasingly challenging, given the fierce competition among bloggers and the constant changes in personal media. In this context, this study aims to explore the factors that influence followers' continued usage intentions toward personal media bloggers and strategies to improve their loyalty. Drawing upon the theory of relationship marketing, a structural model is constructed to examine the impacts and mechanisms of personal media bloggers' attributes and communication on social presence, fanship, intention to use, and word of mouth. This research focuses on two dimensions of personal media bloggers' attributes: expertise and attractiveness. A sample of 155 highly active personal media users in China was collected through a questionnaire for analysis and validation. The findings reveal that expertise and communication have positive impacts on followers' intentions to continue following a blogger, while attractiveness has a significant, positive, and direct impact on word of mouth. Furthermore, this study shows that social presence and fanship play mediating roles in the effects of expertise and communication on followers' usage intentions and word of mouth. The research results provide valuable insights for personal media operators and marketers seeking to improve followers' loyalty and encourage potential users to become more loyal fans.

“We do revolve our lives around it” – The meaning and significance of being a collegiate women’s basketball fan among older women

When individuals engage in social contexts such as attending a college basketball game, opportunities to enrich and broaden social connections with others often transpire. The University of Notre Dame Women’s Basketball (NDWB) program has a comparably larger and more loyal fan base than most universities in the country, of which older women comprise a big portion of season ticket holders. The purpose of this study was to investigate the motivations and meanings of being a NDWB season ticket holder among older women. Nineteen participants ages 55–85 years old completed individual interviews. The findings indicated that being season ticket holders fostered a strong sense of identification with the team, allowing them to have a sense of pride of being part of the program. Additionally, being season ticket holders enabled the older women to enhance their social contacts and friendships with other women that fostered a sense of community.