Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)

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Analysis of Online Music Platform based on Emotional Marketing Theory: Taking NetEase Cloud Music as an Example

Authors
Mengyu Wang1, *
1Nankai University, Tianjin, 022300000, China
*Corresponding author. Email: wmy_mila@163.com
Corresponding Author
Mengyu Wang
Available Online 27 December 2022.
DOI
10.2991/978-94-6463-098-5_208How to use a DOI?
Keywords
Online music platform; Emotional marketing; Interactive ceremony chain theory
Abstract

With the upgrading of consumer consumption structure, music platforms have been unable to meet consumer needs only from the music attribute, and the industry needs new market growth points. NetEase Cloud Music, as a young force, stands out in the industry with its "music social" positioning. Starting from the emotional marketing of NetEase Cloud Music, this paper explores the influence mechanism of emotional marketing on users from the perspective of social needs and emotional identity. Research shows that comment interaction is positively correlated with users’ platform loyalty, and the social attributes of the platform are positively correlated with users’ loyalty to the platform. Emotional marketing can arouse emotional resonance among consumers and then generate users’ dependence on the platform. Online music platforms can use emotional marketing strategies to improve their market competitiveness in the future. In the field of emotional marketing, this paper supplements the content of the influence mechanism of social needs on user loyalty, and enriches the emotional marketing content of the music platform.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
27 December 2022
ISBN
78-94-6463-098-5
ISSN
2352-5428
DOI
10.2991/978-94-6463-098-5_208How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Mengyu Wang
PY  - 2022
DA  - 2022/12/27
TI  - Analysis of Online Music Platform based on Emotional Marketing Theory: Taking NetEase Cloud Music as an Example
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 1857
EP  - 1862
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_208
DO  - 10.2991/978-94-6463-098-5_208
ID  - Wang2022
ER  -