The Impact of Empathic Marketing on movie Promotion: A Case Study of the Movie Barbie

Abstract

In movie marketing, the establishment of emotional empathy has always been the key to success. This study explores the concept of empathy marketing and its application in movie marketing, focusing on how Barbie successfully attracts audiences through empathy marketing strategies. Through the case study of the movie Barbie, this study firstly analyzes how empathy marketing stimulates the audience’s interest and clarifies the target audience of Barbie through STP analysis (market segmentation, target market selection, and market positioning). Secondly, this study proposes specific suggestions for applying empathy marketing in the production and promotion stages of the movie. The study shows that empathy marketing can effectively enhance a movie’s marketing effect by capturing the audience’s psychological needs and emotional resonance, expanding the movie’s scope, enhancing word-of-mouth communication, and thus promoting the movie’s successful release. Future research can further explore the specific mechanisms and necessary conditions of empathy marketing and the systematic categorization criteria of the target groups of movie empathy marketing.