Exploring How IP Co-Branded Products Influence Word-of-Mouth among Generation Z through Social Identity

Abstract

As Generation Z in China becomes the main consumer force, brands have been launching non-limited but uniquely styled IP collaboration products to attract attention. This article focuses on whether IP co-branded products can stimulate the word-of-mouth communication behavior of Generation Z more than ordinary products and further investigates how social identity functions as an intermediary mechanism in this relationship. Drawing upon social identity theory, a theoretical model is constructed with product type as the independent variable, social identity as the mediating variable, and word-of-mouth communication behavior as the dependent variable. By collecting and analyzing 150 valid questionnaires, reliability analysis, variance analysis, and mediating effect analysis were conducted using SPSS. The results show that IP co-branded products significantly enhance the willingness of word-of-mouth communication; Social identity plays a partial mediating role in the path by which IP co-branded products influence word-of-mouth communication behavior. The research further verified the role path of IP co-branded products in promoting consumers' willingness to communicate by stimulating social psychological mechanisms and provided empirical evidence for brands to formulate marketing strategies based on cultural identity.