Content Characteristics and Dissemination Patterns of Consumer-Initiated Promotion in the New Media Era: A Case Study of Pop Mart

Abstract

In the era of new media, user-generated content (UGC) has become a crucial medium for brand communication. Within the trendy toys industry, which thrives on strong emotional connections, consumer-initiated promotion plays an especially significant role. As a representative brand in this sector, Pop Mart's UGC ecosystem offers valuable insights into the patterns of spontaneous consumer promotion. This study combines literature review, case analysis, and data analysis to examine the content characteristics and dissemination patterns of Pop Mart's consumer-driven promotions. The research reveals a three-tiered structure in UGC development: emotional expression, knowledge sharing, and cultural co-creation. Platform-specific content adaptation proves particularly noticeable – Xiaohongshu primarily features practical long-form posts like storage guides, whereas Douyin specializes in emotional short videos showcasing unboxing experiences. Regarding dissemination mechanisms, content follows a cyclical pattern from demand stimulation to stratified diffusion, ultimately forming feedback loops. This process is jointly driven by platform algorithms and user interactions. This study clarifies the core features and operational logic behind consumer-initiated promotions in trendy toy marketing, providing practical evidence for similar brands to optimize their new media strategies.