New audiences’ theater attendance in China: the impacts of transmedia storytelling, fan economy and social media marketing

Abstract

Purpose

With the rise of new generations of audiences, the marketing environment of theaters has undergone significant changes. The study investigates how transmedia storytelling, fan economy and social media marketing influence new audiences’ curiosity and drive their attendance intention at theater performances.

Design/methodology/approach

This study utilized an online questionnaire, collecting 1,032 valid responses from participants predominantly aged 18–30 (62.02%). Respondents from mainland China completed measures on five main variables.

Findings

The study reveals that curiosity played a mediating role in the influence of transmedia adaptation and social media marketing on attendance. Specifically, transmedia adaptation and social media marketing both positively impact attendance through curiosity. However, idol starring does not significantly affect either curiosity or attendance.

Research limitations/implications

Limitations include potential recall bias due to a high proportion of respondents with prior theater experience and preliminary measurement scales for idol starring. Future research could explore the interactions between transmedia adaptation and social media marketing and consider cross-cultural studies.

Practical implications

The study suggests that transmedia adaptation and social media marketing can effectively attract and engage new theatergoers.

Social implications

By targeting new audiences, this research highlights how modern marketing strategies can enhance audience engagement and accessibility of performing arts in China.

Originality/value

This research provides novel insights into new audiences’ decision-making process of their first visit to the theater. It offers a unique perspective on attendance behavior, addressing gaps in understanding audience engagement in performing arts.

Citation

Chen, X. and Zhao, M. (2025), "New audiences’ theater attendance in China: the impacts of transmedia storytelling, fan economy and social media marketing", Arts and the Market, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/AAM-08-2024-0055