Integrating Social Cognitive Theory and Brand Equity Models: A Framework for Analyzing Audience Engagement Behavior in IP Animated Films

The IP animation industry in China is currently experiencing rapid growth, yet systematic theoretical research on audience engagement behavior remains scarce, especially regarding an integrated framework that combines personal factors and environmental factors. Therefore, this paper proposes a novel theoretical framework combining Bandura’s Social Cognitive Theory (SCT) and Aaker’s Brand Equity Model (BEM) to analyze audience engagement behaviors in IP animated films. By synthesizing personal factors (IP awareness, IP loyalty, IP associations, perceived quality) and environmental factors (film production, film promotion, film distribution), this study provides a holistic perspective to understand how cognitive, emotional, and environmental factors jointly shape audience engagement behavior. The framework is contextualized within China’s booming IP animation sector, with implications for global media industries seeking to leverage cultural IPs. The paper highlights the mediating role of audience attitudes and provides actionable insights for filmmakers and policymakers to enhance engagement strategies.