Empathy-Driven Marketing Strategies for Emotional Products Based on Generation Z's Personal Consumption Characteristics: A Case Study of Fan Economy

Xiyue Zhang

doi:10.47297/wspceWSP2516-251920.20250903

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Empathy-Driven Marketing Strategies for Emotional Products Based on Generation Z's Personal Consumption Characteristics: A Case Study of Fan Economy

9卷第3期

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Empathy-Driven Marketing Strategies for Emotional Products Based on Generation Z's Personal Consumption Characteristics: A Case Study of Fan Economy
Empathy-Driven Marketing Strategies for Emotional Products Based on Generation Z's Personal Consumption Characteristics: A Case Study of Fan Economy
Foreign Language Department, Northwest University, Xi'an, Shaanxi, 710127, China
2025年9卷第3期页码：101-105
纸质出版日期：2025-06-30
DOI：10.47297/wspceWSP2516-251920.20250903
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(2025). Empathy-Driven Marketing Strategies for Emotional Products Based on Generation Z's Personal Consumption Characteristics: A Case Study of Fan Economy. 创意经济（英文版）, 9(3), 101-105.

Zhang Xiyue.Empathy-Driven Marketing Strategies for Emotional Products Based on Generation Z's Personal Consumption Characteristics: A Case Study of Fan Economy[J].Creative Economy,2025,09(03):101-105.
(2025). Empathy-Driven Marketing Strategies for Emotional Products Based on Generation Z's Personal Consumption Characteristics: A Case Study of Fan Economy. 创意经济（英文版）, 9(3), 101-105. DOI： 10.47297/wspceWSP2516-251920.20250903.

Zhang Xiyue.Empathy-Driven Marketing Strategies for Emotional Products Based on Generation Z's Personal Consumption Characteristics: A Case Study of Fan Economy[J].Creative Economy,2025,09(03):101-105. DOI： 10.47297/wspceWSP2516-251920.20250903.

摘要

Abstract

Under the combined effect of digitalisation and cultural transformation

Generation Z has gradually become the main force in the consumer market

and its unique emotion-driven consumption tendency presents brand-new challenges and opportunities for marketing strategies. Taking 'fan economy' as a typical consumer scenario

this paper explores the marketing path of emotional goods from the perspective of empathy marketing

taking into account the personalisation and emotional value orientation of Generation Z consumers. Through literature review

questionnaire survey and case study analysis

the paper reveals the core role of emotional connection in fan consumption

and proposes targeted empathy marketing strategies

with a view to providing empirical evidence and practical guidance for brand positioning and communication in the Generation Z market.

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Keywords

references

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Alexandra Fong . A Loaded Label: Intricacies of Being a Fan in Henrik and Sara Linden's Fans and Fan Cultures . [J ] Fudan Journal of the Humanities and Social Sciences. Volume 13 , Issue 4 . 2019. PP 1-8.

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