The Analysis of Consumer Behavior Based on SIPS Model: Taking the Avengers Series as Examples

Abstract

Nowadays, the behavior of moviegoers is gradually changing, relying more on online platforms like social media and short video apps, which partly conducing to a greater and greater numbers of movie corporations choosing to cooperate with the Internet companies and changing their marketing strategies. And It’s a common phenomenon that the movies are publicized and distributed through the online ways, while Marvel has capitalized well on the consumer craze, adapted to the new situation and stood out from the fierce competition In the context of the Internet era and Marvel's movie sales boom, this paper mainly takes the Avengers series, currently the most successful movie series of the world, as the research object, applying the “Sympathizing, Identifying, Participating and Sharing” (SIPS) model to analyze Marvel's specific approaches to accomplish these four parts of the process, and comes up with the reasons why the series has become a box office giant and draws the edification for other movies to improve marketing efficiency.