The Background, Objectives, and Audience of the Black Myth: Wukong Campaign

Authors

  • Yaxian Jing The University of New South Wales, Sydney, Australia

DOI:

https://doi.org/10.53469/jssh.2025.7(02).17

Keywords:

NA

Abstract

NA

References

DataEye (2024) ADXray. Available at: https://www.dataeye.com/adxray.html (Accessed: 11 November 2024).

Global Times (2024) 'Black Myth: Wukong sets new records with AAA game launch', Global Times, 8 August. Available at: https://www.globaltimes.cn/page/202408/1318391.shtml (Accessed: 11 November 2024).

Valve Corporation (2024) Black Myth: Wukong. Available at: https://store.steampowered.com/app/2358720/_/ (Accessed: 11 November 2024).

Solomon, M.R. (2009) Consumer Behavior: Buying, Having, and Being. 8th edn. Upper Saddle River, NJ: Pearson Education.

Mad Men (2024) '独家: 《黑神话: 悟空》海外营销幕后揭秘'. Available at: https://www.mad-men.com/articledetails/42290 (Accessed: 11 November 2024).

Kaur, P., Dhir, A., Rajala, R., & Dwivedi, Y. (2018) 'Why people use online social media brand communities: A consumption value theory perspective', Online Information Review, 42(2), pp. 205–221.

Baijing (2024) '《黑神话: 悟空》海外社媒互动量近亿,国内全网互动超1.8亿'. Available at: https://www.baijing.cn/article/id-49821 (Accessed: 11 November 2024).

Bilibili (2024) '刷屏背后,《黑神话: 悟空》有何营销杀招?'. Available at: https://www.bilibili.com/opus/967776652889161749 (Accessed: 11 November 2024).

YouTube (2024) Black Myth: Wukong - Official Trailer. Available at: https://www.youtube.com/ watch?v=7eS7schhJ8k(Accessed: 11 November 2024).

Sohu (2024) '《黑神话: 悟空》萍萍演员本人仿妆超可爱: 未来还有秃头版?'. Available at: https://www.sohu.com/a/810931828_211762 (Accessed: 11 November 2024).

Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015) 'Consumer engagement in online brand communities: a social media perspective', Journal of Product & Brand Management, 24(1), pp. 28-42.

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Published

2025-02-27

How to Cite

Jing, Y. (2025). The Background, Objectives, and Audience of the Black Myth: Wukong Campaign. Journal of Social Science and Humanities, 7(2), 96–98. https://doi.org/10.53469/jssh.2025.7(02).17

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Section

Articles