The Code of Communication Power of New Media Content 
Under the Dominance of Emotional Consumption
-- Examining Short Drama Marketing and KOC-Driven Product Recommendations

Yexin Zhang

doi:10.70711/rcha.v3i10.8286

The Code of Communication Power of New Media Content Under the Dominance of Emotional Consumption -- Examining Short Drama Marketing and KOC-Driven Product Recommendations

Yexin Zhang

Abstract

This study investigates the communication mechanisms underlying two emerging new media content formatsshort drama marketing and influencer-driven product recommendationsamid the rise of emotional consumption as a dominant force. The research systematically reveals how these formats precisely trigger, guide, and satisfy users' complex emotions, thereby achieving effective content dissemination
and commercial conversion. Through case study analysis (selecting viral short dramas and successful influencer recommendations) combined
with theoretical deduction, the study deconstructs the communication processes and operational mechanisms of both formats.

Keywords

Emotional consumption; Short drama marketing; KOC seeding; New media

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References

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DOI: http://dx.doi.org/10.70711/rcha.v3i10.8286

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