From Trending Topics to Merchandise: How Marvel Superheroes Achieve Commercial Conversion in the “Attention Economy Chain”

Abstract

In the attention economy, media content competition hinges on users' limited time and attention spans. Trending topics on digital platforms are increasingly becoming an essential gateway to commercial transformation. As one of the world's most influential cultural icons, Marvel superheroes offer a prime example of how IP can be transformed into long-term economic assets. This research examines the "attention economy chain," exploring how Marvel achieves the transformation path from social media buzz to merchandise consumption. Through case studies of "Avengers: Endgame" and "Spider-Man: No Way Home", the study traces the chain between trending topics, user-generated content (UGC), and consumer behavior. Results show that peaks in attention generated by trailers and online discussions are amplified by high-quality UGC, further strengthening emotional engagement and purchase intent. Industry financial reports and market data indicate that sales of merchandise such as toys, apparel, and games often closely align with peaks in attention. The study further points out four main breakpoints—content homogeneity, fragmented touchpoints, insufficient UGC incentives, and opaque recommendation mechanisms—and proposes strategic solutions accordingly. At the same time, this study also emphasizes the critical role of combining algorithmic recommendation models with fan participation mechanisms, providing a theoretical reference for understanding attention-driven consumption, and also providing practical significance for media producers and marketers to optimize IP monetization paths.