The Effect of Bilibili Bullet Screen Culture on Brand Marketing: An Empirical Study Based on Interaction Mechanism and User Perception

Abstract

With the rise of Internet video platforms, Bilibili has become a key hub for young users due to its bullet screen feature. However, the perceived marketing effectiveness of bullet screens lacks scientific validation. This study examines how Bilibili's bullet screen culture impacts brand marketing, focusing on bullet screen types (natural and fixed) and emotional tendencies, using questionnaire surveys. The study analyzes multiple dimensions, including user basic information, bullet screen usage habits, and attitudes toward brand promotion. The results show that natural bullet screens significantly enhance brand engagement and recognition by increasing user interaction and social presence. Bullet screen synchronization is crucial for enhancing the immersive experience, while fixed bullet screens, lacking authenticity, struggle to achieve similar effects. Based on these findings, the study recommends that brands encourage user-generated natural bullet screens and set bullet screen triggers at key moments in videos. Platforms can optimize bullet screen algorithms to prioritize highly relevant bullet screens. Theoretically, this study integrates the interactive ritual chain theory and the social presence theory, constructing a dual-path influence model that expands the application scenarios of the third-person effect theory. Future research could further explore the cognitive mechanisms and global strategies of bullet screen marketing. This study not only provides a scientific basis for brands to optimize their marketing strategies on Bilibili but also offers targeted suggestions for the platform to enhance its bullet screen features, with significant theoretical and practical implications.