Communication Strategies and User Behaviors of Esports Online Games Across Multiple Social Media Platforms
Abstract
This study examines cross‑platform communication patterns of mainstream esports titles through literature review, case analysis, and user behavior observation. It maps the overall communication ecology across Douyin, Bilibili, Xiaohongshu, and Weibo, summarizing differentiated practical strategies in content creation, topic operations, community marketing, and online trend amplification. This paper further analyzes user behavioral characteristics from multiple dimensions, including engagement patterns, content preferences, participation motives, and information‑sharing habits. Findings indicate that platform affordances largely determine suitable communication strategies, while audience age, daily usage scenarios, and diverse social needs produce obvious user behavioral divergence. Although cross‑platform esports communication faces persistent challenges, including content homogenization, community silos, and sensationalist marketing practices, it benefits from strong community stickiness, a large young user base, and remarkable cross‑boundary diffusion potential. This paper puts forward targeted recommendations for refined cross‑platform audience targeting, effective user retention, and cultivating a healthier public discourse environment. It hopes to provide practical references for standardized and nuanced new‑media operations within the domestic esports industry.
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