Construction of Animation Character IP and Fan Interaction Mechanism in the Context of Social Media - Research Sample Analysis

Aug 27, 2026

Social media’s deep penetration reshapes communication ecology and value logic for animation character intellectual property (IP). Using the communication event of NAILONG’s sixth anniversary as a research sample, the study examines how IP construction logic and fan interaction mechanisms form in platform-driven environments. Findings indicate cross-platform unified visual symbols enable identification, official operations and UGC jointly shape character personality, and fans engage through bullet screens, secondary creation, merchandise consumption, and cross-community communication. Fan feedback accelerates iterative image upgrading, with emotional connection as the core driver of sustainable commercial value and co-creation extending cultural influence.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages8

Reading Time20 min

AccessFree to download

Introduction

Social media’s role in reconstructing animation IP communication ecology

Definition of IP characteristics and generation logic in social media context

Construction of Animation Character IP and Fan Interaction Mechanism in the Context of Social Media Di Wu1 , Yanan Xu1 , Kai Zhang1 , Kunyan Wang1 , Huanhai Ren2 1 School of Design and Art, Shandong Huayu University of Technology, Dezhou 253034, Shandong, China 2 School of Information Engineering, Shandong Huayu University of Technology, Dezhou 253034, Shandong, China Corresponding author: Di Wu (e-mail: [sdhygxy_wd2026@163.com](sdhygxy_wd2026@163.com)) ABSTRACT The full penetration of social media has profoundly transformed the communication ecology and value logic of animation character intellectual property (IP) . Original animation IPs represented by NAILONG have developed a new growth path through the synergy of platform algorithms, usergenerated content, official operations, and fan emotional communities. Taking the communication event of NAILONG’s sixth anniversary celebration as a research sample, this study explores the construction logic and fan interaction mechanism of animation character IP in the social media environment. The results show that cross-platform unified visual symbols form the basis of IP identification; official operations and UGC jointly shape character personality; fans participate through bullet screens, secondary creation, physical merchandise consumption, and cross-circle communication; and fan feedback can reverse-promote the iterative upgrading of IP images. Emotional connection is identified as the core driving force for sustainable IP commercial value, while fan co-creation expands cultural influence. From a digital communication perspective, wireless media propagation, platform recommendation algorithms, and electromagnetic communication networks support cross-platform visibility and interaction density. The study provides a systematic reference for animation IP operation and social-media-based cultural communication. INDEX TERMS social media, animation character IP, fan interaction, wireless media propagation, digital communication networks I. INTRODUCTION IN the era of highly developed mobile internet and platform economy, animation character IP has broken through the traditional screen boundary, embedded in the daily information flow of social media, and become a composite asset with both cultural symbol value and commercial realization potential [1] . The reconstruction of IP communication by social media is not only reflected in the channel level, but also profoundly affects the generation logic, audience interaction mode and meaning production mechanism of IP characters [2] . Since its founding in 2020, NAILONG IP has accumulated more than 39 million global fans, the WeChat sticker sending volume has exceeded 8 billion times, and it has cooperated with more than 200 licensed brands. Its growth track presents a typical paradigm of animation character IP construction in the social media ecosystem [3] . Clarifying the multi-dimensional mechanism of IP construction, the formation path of fan emotional identity and the value synergy logic of two-way feedback in this process is of great theoretical and practical significance for understanding the operation law of the contemporary animation industry [4] . II. DEFINITION OF CHARACTERISTICS AND GENERATION LOGIC OF ANIMATION CHARACTER IP IN THE CONTEXT OF SOCIAL MEDIA A. HOW SOCIAL MEDIA RECONSTRUCTS THE ECOLOGICAL FIELD OF ANIMATION IP COMMUNICATION The communication of traditional animation IP relies on the one-way linear logic constructed by TV broadcasting and cinema distribution, with audiences in the passive receiving terminal position [5] . The rise of social media has fundamentally broken this structure, shifting the communication field from a closed content distribution system to an open multi-directional interactive network. Platforms such as Weibo, Xiaohongshu, Douyin and Bilibili have jointly formed a new infrastructure for animation IP circulation, in which information production, diffusion and feedback are

FAQs

What is the paper’s research sample and focus?

The study uses the communication event of NAILONG’s sixth anniversary celebration. It focuses on the construction logic of animation character IP and the mechanisms of fan interaction on social media.

How do cross-platform visual symbols affect animation character IP?

Cross-platform unified visual symbols provide the foundation for IP identification, making characters recognizable across different platforms.

What drives sustainable commercial value of animation character IP according to the results?

Emotional connection is identified as the core driving force for sustainable IP commercial value. Fan co-creation also broadens cultural influence.

Aug 27, 2026

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