Communications in Humanities Research ISSN: 2753-7072
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Research Article

Research on the Influence of Marketing Strategies of Wicked on Its Box Office and Word-of-Mouth Success

Yehao ZhangInternational Education College,Wuhan University of Technology, Wuhan, China*

* Corresponding author: [email protected]

Abstract

In recent years, marketing has become a crucial factor in driving both box office success and positive reviews in the film industry. A prime example of this is the movie Wicked, an adaptation of the classic Broadway musical, which achieved both commercial success and positive reviews through well-designed marketing strategies. This paper analyzes Wicked’s marketing methods from the perspectives of integrated marketing communication, social media involvement, and fan culture. Using the 4P marketing mix model combined with data analysis, the study investigates how Wicked’s marketing efforts contributed to brand awareness, audience reach, and word-of-mouth promotion. The findings reveal that Wicked’s brand visibility and market penetration were significantly enhanced by its integrated marketing communication strategy, which facilitated efficient collaboration across various promotional channels. The fan economy played a vital role in expanding the audience through word-of-mouth effects and community engagement, which strengthens audience loyalty. Additionally, digital social media marketing, involving targeted content delivery, topic guidance, and user-generated content (UGC), fostered emotional connections and increased audience participation. These strategies collectively led to higher box office revenue and positive reviews, offering fresh insights into innovative marketing practices for promoting cultural products.

Keywords: marketing strategies; Wicked; integrated marketing communication; fan economy; social media marketing
Published: April 18, 2025
DOI: 10.54254/2753-7064/2025.22086
Volume: CHR Vol.58
pp. 86-91
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