Research on Marketing Effectiveness and Fans Interaction of Short Dramas Based on the SIPS Model

Recently short dramas have rapidly become a popular tool for brand marketing as an emerging online cultural product. This paper aims to explore the effectiveness of short dramas in marketing by conducting an empirical study on the factors influencing Fans interaction. Utilizing the SIPS model (Situation, Interaction, Performance, Satisfaction) as the research framework, this study integrates interactive marketing theories and the new 4C model to empirically investigate the factors influencing Fans interaction in several successful short drama cases. Additionally, through the collection, processing, and empirical analysis of questionnaire data, this study combines the improved SIPS model to examine Fans' feelings and experiences in the stages of resonance, confirmation, participation, and sharing. Based on the experimental results, it delves deeply into the reasons behind the less-than-ideal marketing effectiveness of short dramas and proposes improvement strategies for the existing issues in short drama marketing. The research findings indicate that Fans interaction significantly impacts every aspect of short drama marketing. Effective marketing of short dramas relies heavily on the support and promotion driven by Fans interaction. This study not only provides marketing strategy guidance for short drama creators but also offers new ideas for enterprises to effectively promote their products using short dramas.