Research on IP Marketing Strategy Based on Emotional Ties: Linkage Analysis of Brand Loyalty and Social Media Interaction--The Case of Lina Bell

Abstract

In the new era with high-developing information and prevalent use of social networks, there are gradually more and more frequent interactions in social media which is of great importance, making it the core channel for communication between brands and their consumers. However, there are relatively less analysis on how emotional ties influence brand loyalty. The research takes Disney’s Linabell image as an example, discussing how these brands can use social media interaction under guidance of these theories to enhance brand loyalty. The research use questionnaire survey to analyze customers’ emotional feedback and preference. The study found that consumers' emotional connection to personalized IP stems primarily from IP's unique design and backstory, elements that are amplified by high-frequency interactions on social media. In addition, social media interactions significantly boost consumers' sense of engagement and emotional value, further driving purchase behavior. The research results provide instructional guidance for brand strategy in digital marketing. It concludes that by giving distinct affective attributes and personalized story to its intellectual property image, brand can establish a profound emotional link with its customers on social media platforms, in order to increase interactional frequency as well as enhancing relationship between them. Therefore, brands can focus on establishment of emotional value through IP design and improve interactions on social media platforms to form persistent emotional ties. At the same time, the phenomenon of light culture should be prohibited to ensure the quality and cultural value of IP image.