Impact of Communication Strategy on Audience Intent to Watch: The Mediating Role of Audience Identification in the Case of the Chinese Animated Film NeZha 2
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Abstract
Purpose: This study explores the relationship between communication strategy, audience identification, and viewing intention by integrating Integrated Marketing Communication (IMC) theory and Audience Identification theory. Taking Nezha 2 as an example, the study examines how communication strategies influence audience viewing intention, directly and indirectly through audience identification.
Methodology: A quantitative research approach was adopted, employing standardized and validated measurement scales derived from prior scholarly studies to assess communication strategy, audience identification, and viewing intention. Data were collected through an anonymous online survey distributed via social media platforms, resulting in 487 valid responses. To analyze the data, Pearson correlation analysis and Baron and Kenny’s (1986) stepwise mediation procedure were used to rigorously test the proposed hypotheses.
Findings: The results indicated that communication strategy had a significant positive effect on audience viewing intention (H1). Additionally, communication strategy positively influenced audience identification (H2), which in turn enhanced viewing intention (H3). Mediation analysis confirmed that audience identification partially mediated the relationship between communication strategy and viewing intention (H4).
Conclusion: This study enriched IMC and Audience Identification theories within film marketing research, demonstrating that effective communication strategies not only attract audiences but also foster emotional identification, leading to increased viewing intention. The findings provided practical implications for film marketers, emphasizing the importance of multi-channel communication and emotionally engaging content. This research has high academic value both in terms of theoretical development and practical application, while also opening pathways for future research in communication and film marketing in the digital age. Future research should expand sample diversity and incorporate additional variables to further refine the understanding of film communication strategies.
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