Emotional Construction and Consumer Retention in Otome Game Brands: A Case Study of Crisis Public Relations in "Light and Night"

Abstract

In recent years, with the awakening of female consciousness and the flourishing of the gaming industry, otome games targeting female groups have emerged. These games stimulate continuous emotional consumption by guiding players to build virtual intimate relationships with game characters, thus unleashing enormous commercial potential. This paper, based on the Theory of Parasocial Interaction, selects two typical crisis events in the game production and consumption conversion process. By conducting text mining and public opinion analysis, this paper aims to analyze the emotional marketing, public relations strategies, and feasible measures of otome game brands.