Free Fan Service: Fan Art On Twitter As Cost-Effective Word-Of-Mouth Advertising

DISCLAIMER: This IMC Vlog is submitted in partial fulfillment of the course requirements in MMC501M (Introduction to Marketing Communications) to Dr. Dave Vincent Mangilet.
After 2 years of not vlogging anything, I guess I am back. Recently I got into graduate school to get a master’s degree in marketing communications. We had to vlog about a marketing communications tool for our midterms exam and to relate it to our interest. As a fan artist who’s most active on Twitter, what better topic to talk about than fan art on Twitter being free marketing? Anyway, this might be my KZbin comeback (or not) so stay tuned for my video essay era I guess ✌🏻🥺
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ABOUT THE VLOG:
The vlog discusses fan art on Twitter as an effortless IMC tool that media companies can tap into. Fan art serves as pop culture’s modern word-of-mouth advertising, encouraging more people to be a part of the audience even when they are not the company’s intended target market for the respective title. Not only will they consume the primary product which is the original media, but also the supplementary product offerings and official merchandise that can bring more revenue to the companies.
REFERENCES USED:
1. Araujo, T., Neijens, P., & Vliegenthart, R. (2016). Getting the word out on Twitter: the role of
influentials, information brokers and strong ties in building word-of-mouth for brands. *International
Journal of Advertising*, *36*(3), 496-513. doi.org/10.1080/02650487.2016...
2. Highfield, T., Harrington, S., & Bruns, A. (2013). TWITTER AS A TECHNOLOGY FOR
AUDIENCING AND FANDOM. *Information, Communication & Society*, *16*(3), 315-
339. doi.org/10.1080/1369118x.2012...
3. McKay, Patrick. (2011). Culture of the future: adapting copyright law to accommodate fan-made derivative works in the twenty-first century. Regent University Law Review, 24(1), 117-146.
4. Mortimore, D. (2023, July 21). *A history of fan art*. Ozzie Collectables. www.ozziecollectables.com/blo...
5. Roberts, E. (2023, November 20). *How to market your movie*.
Backstage. www.backstage.com/magazine/ar...
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CREDITS
Directed & Written by Aica Duran
Edited with Final Cut Pro & Canva
Shot on iPhone 14 Pro Max
Music from artlist.co
- "Sneakers" by Aves
- "Dinner" by Shinto
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TAGS
fan art,twitter,word of mouth,word of mouth advertising,integrated marketing communications,marketing communications,marketing tool,social media,social media marketing,fandom,twitter fandom,fan artist,user generated content,imc tool,marketing communications tool,anime fandom,jujutsu kaisen,dungeon meshi,barbie 2023,shipping,artist on twitter,art twitter,artist alley,artist commissions,star wars,star trek,ship prompts,bob's burgers