Advances in Economics, Management and Political Sciences

- The Open Access Proceedings Series for Conferences


Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 31 , 10 November 2023


Open Access | Article

Marvel Transformation in the Face of the Impact of Short Video Platforms

Dongying Ji * 1
1 University of East Anglia

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 31, 60-67
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Dongying Ji. Marvel Transformation in the Face of the Impact of Short Video Platforms. AEMPS (2023) Vol. 31: 60-67. DOI: 10.54254/2754-1169/31/20231499.

Abstract

This research essay explores how Marvel has transformed its marketing strategies in response to the impact of short video platforms like TikTok and Instagram Reels. With the rise of these platforms, the way content is created and consumed has drastically changed, and companies like Marvel have had to adapt to remain relevant and engaging to their target audience. This research topic is significant as it aims to investigate how Marvel has responded to this change and how effective these responses have been in engaging audiences. The research questions are focused on understanding the impact of short video platforms on Marvel's marketing strategies, the specific changes Marvel has made in response, the effectiveness of these changes, and how Marvel has leveraged its existing fan base on social media platforms to engage with audiences on short video platforms. Through a literature survey method and case analysis, this essay examines key strategies Marvel has implemented, such as embracing short-form content, engaging with fans, experimenting with new formats, and collaborating with influencers. The essay also evaluates Marvel's success in responding to short video platforms, the effectiveness of its strategies, and the impact on its audience and market position.

Keywords

marvel, short video platforms, marketing strategies, target audience, consumer behavior, market position

References

1. Lähdesmäki, H.: Marketing the Marvel Cinematic Universe, (2022).

2. Yockey, M.: Make ours Marvel: Media convergence and a comics universe. University of Texas Press, (2017).

3. Wang, J.: Research on the market positioning analysis and STP strategy of Marvel Enterprises. In 2022 4th International Conference on Literature, Art and Human Development (ICLAHD 2022), pp. 647-654. Atlantis Press, (2023, February).

4. Baltes, L. P.: Content marketing-the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V 8(2), 111(2015).

5. Muszynski, J. P.: Language and meaning from the Marvel Universe in creating an inclusive fan culture. The Popular Culture Studies Journal, 340 (2016).

6. Tomasovic, D.: From Marvel Comics to Marvel Studios: Adaptation, intermediality, and contemporary Hollywood strategies, (2018).

7. Calandro Jr, J.: M&A deal-making: Disney, Marvel and the value of “hidden assets”. Strategy & Leadership (2019).

8. Calandro Jr, J.: Distressed M&A and corporate strategy: lessons from Marvel Entertainment Group's bankruptcy. Strategy & Leadership 37(4), 23-32 (2014).

9. Lai, C. A., Lee, R., Shen, G. C., Tsai, C. H., Investigating the impact of product placement on brand attitude: A case of Marvel Movies. In 2018 Global Marketing Conference at Tokyo, 1142-1143 (2018).

10. Freeman, M., Smith, A. N.: Transmedia superhero: Marvel, genre divergence and captain America. In Transmedia/Genre: Rethinking Genre in a Multiplatform Culture, pp. 21-46. Cham: Springer International Publishing. (2023).

11. Kingsnorth, S.: Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers, (2022).

12. Areiqat, A. Y., Mahrakani, N., Nusairat, N. M., Shammot, M. M., Zamil, A. M.: Effectiveness of marketing communication: a social marvel in the contemporary commercial center. Journal of Legal, Ethical and Regulatory Issues 24, 1-4 (2021).

13. Garcia, J., Gerald, R., Goodnough, W., Mendez, L., Miles, D. A., Olagundoye, E., Seay, E. L.: Ethnic consumer markets and movie marketing: An empirical study on Marvel’s ‘Black Panther’ and predictive analytics of ethnic consumer behavior of moviegoers. Journal of Economics and Business 2(4), (2019).

14. Kidman, S. The Disney fication of Authorship: Above-the-Line Creative Labor in the Franchise Era. Journal of Film and Video 73(3), 3-22 (2021).

15. Lähdesmäki, H.: Marketing the Marvel Cinematic Universe, (2022).

16. Yockey, M.: Make ours Marvel: Media convergence and a comics universe. University of Texas Press, (2017).

17. Wang, J.: Research on the market positioning analysis and STP strategy of Marvel Enterprises. In 2022 4th International Conference on Literature, Art and Human Development (ICLAHD 2022), pp. 647-654. Atlantis Press, (2023, February).

18. Baltes, L. P.: Content marketing-the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V 8(2), 111(2015).

19. Muszynski, J. P.: Language and meaning from the Marvel Universe in creating an inclusive fan culture. The Popular Culture Studies Journal, 340 (2016).

20. Tomasovic, D.: From Marvel Comics to Marvel Studios: Adaptation, intermediality, and contemporary Hollywood strategies, (2018).

21. Calandro Jr, J.: M&A deal-making: Disney, Marvel and the value of “hidden assets”. Strategy & Leadership (2019).

22. Calandro Jr, J.: Distressed M&A and corporate strategy: lessons from Marvel Entertainment Group's bankruptcy. Strategy & Leadership 37(4), 23-32 (2014).

23. Lai, C. A., Lee, R., Shen, G. C., Tsai, C. H., Investigating the impact of product placement on brand attitude: A case of Marvel Movies. In 2018 Global Marketing Conference at Tokyo, 1142-1143 (2018).

24. Freeman, M., Smith, A. N.: Transmedia superhero: Marvel, genre divergence and captain America. In Transmedia/Genre: Rethinking Genre in a Multiplatform Culture, pp. 21-46. Cham: Springer International Publishing. (2023).

25. Kingsnorth, S.: Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers, (2022).

26. Areiqat, A. Y., Mahrakani, N., Nusairat, N. M., Shammot, M. M., Zamil, A. M.: Effectiveness of marketing communication: a social marvel in the contemporary commercial center. Journal of Legal, Ethical and Regulatory Issues 24, 1-4 (2021).

27. Garcia, J., Gerald, R., Goodnough, W., Mendez, L., Miles, D. A., Olagundoye, E., Seay, E. L.: Ethnic consumer markets and movie marketing: An empirical study on Marvel’s ‘Black Panther’ and predictive analytics of ethnic consumer behavior of moviegoers. Journal of Economics and Business 2(4), (2019).

28. Kidman, S. The Disney fication of Authorship: Above-the-Line Creative Labor in the Franchise Era. Journal of Film and Video 73(3), 3-22 (2021).

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:

1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.

2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.

3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).

Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-083-7
ISBN (Online)
978-1-83558-084-4
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/31/20231499
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated