Research on the Dissemination Phenomenon of Pop Mart Co-branded IP Products on Social Media

Abstract

Against the backdrop of the vigorous development of social media and the booming market of trendy toys, the collaboration IP products of Pop Mart have become a highly anticipated cultural consumption phenomenon. This article conducts an in-depth study on the dissemination phenomenon of Pop Mart's co-branded IP products on social media. By applying relevant theories from communication studies, sociology, and consumer psychology, it analyzes its dissemination characteristics, influencing factors, and dissemination effects. Its dissemination characteristics are reflected in the diversity of dissemination subjects, covering officials, Kols, and ordinary consumers. The dissemination content is rich, including product introductions, unboxing sharing, etc. The dissemination channels are extensive, involving multiple platforms such as Weibo and Douyin. The influencing factors include the fan base and compatibility of the co-branded IP, the characteristics of the platform and user behavior, consumer psychological needs, and marketing interaction strategies. The communication effect is manifested as enhancing brand awareness and sales, strengthening user emotional identification, and achieving circle diffusion through UGC content. The research results show that Pop Mart has achieved remarkable communication effects on social media by leveraging its rich co-branded product lines, precise target group positioning, and effective social media communication strategies, providing valuable references for marketing, brand building, and social media content operation in the trendy toy industry.