A Scoping Review of Brand Marketing Localization from the Perspective of Platform Ecology: Evidence from Douyin and Bilibili_Vol. 3 No. 3 (JNME 2026)_Journal of New Media and Economics (ISSN: 3005-5725)

Home > Journal of New Media and Economics (ISSN: 3005-5725) > Vol. 3 No. 3 (JNME 2026) >

A Scoping Review of Brand Marketing Localization from the Perspective of Platform Ecology: Evidence from Douyin and Bilibili

Download PDF

DOI: https://doi.org/10.62517/jnme.202610314

Author(s)

Zikun Cai

Affiliation(s)

School of Civil Engineering and Transportation Engineering, Guangdong University of Technology, Guangzhou, Guangdong, China

Abstract

The platformization of communication has increasingly subjected brand marketing to the shaping effects of platform ecology, including algorithmic distribution, content norms, interaction structures, and community cultures. Accordingly, brand localization should be reconceptualized as a shift from cultural localization to platform-context localization. This study aims to systematically review the conceptual definitions, theoretical and methodological lineages, thematic findings, and research gaps in studies of brand marketing localization from the perspective of platform ecology, and to develop an integrative framework for cross-platform comparison. This study adopted a scoping review approach. Journal articles published between 2018 and 2026 were searched in the CNKI Journals Database on February 4, 2026. A total of 491 records were identified in the initial search. After title and abstract screening, 78 records were retained; after full-text assessment, 15 articles were finally included for data extraction and thematic synthesis. The prominent research themes concern short-video and video-community platforms, content marketing, brand communication, purchase intention/conversion, and interaction mechanisms. The thematic synthesis shows that platform ecology influences communication and conversion outcomes through three-dimensional strategic adaptation involving content form, persona construction, and interaction mode. In the Douyin context, visibility is generated mainly through recommender distribution and performance metrics, while interaction functions both as audience feedback and as a signal for further distribution. In the Bilibili context, the ecosystem of UP creators, i.e., Bilibili content creators, synchronous danmu or bullet-comment interaction, and community bonding are more prominent. The native fit of content and the management of creator role boundaries shape brand integration and relationship maintenance. This study proposes an integrative model of platform-ecology input, three-dimensional adaptation mechanisms, and outcome output. It extends the theoretical boundaries of brand localization and offers platform-adaptation suggestions for brands engaged in multi-platform portfolio operations. Future research should further strengthen the operationalization of platform-ecology variables, cross-platform comparison using consistent measures, and causal identification designs.

Keywords

Platform Ecology; Platform-Context Localization; Douyin; Bilibili; Content Marketing

References

[1] Li Yunlei, Gao Mingxia. Analysis of marketing communication strategies in the all-media environment: Taking the D video platform as an example[J]. Yingxiao Jie, 2024, (21): 155–157. [2] Song Ge, Zhang Yichi. Douyin marketing communication integrating content, scenarios, and users[J]. Chuanmei, 2019, (15): 50–52. [3] Zhang Xueting. Research on the Content Marketing Model of Online Video Platforms: A Case Study of Bilibili Danmu Website[J]. News Forum, 2019(04): 101–104. [4] Wang Hanyuan. Research on content marketing in vertical video communities from the perspective of the community economy: Taking the beauty section of Bilibili as an example[J]. Shengping Shijie, 2020, (04): 80–81. [5] Fan Binshan. Research on the relationship between short-video traffic and sales conversion: Taking Douyin as an example[J]. Yingxiao Jie, 2020, (33): 184–185. [6] Zhai Chenhua. Brand characteristics of Bilibili UGC content marketing[J]. Chuanmei, 2021, (12): 74–75+77. [7] Zhang Xiaoman, Wang Huiling. Content marketing on Bilibili in relation to the qiafan phenomenon[J]. Jingying yu Guanli, 2021, (08): 59–62. [8] Li Meichai, Xiao Liurong. Brand promotion marketing mix strategies based on consumer behavior analysis in Douyin short videos[J]. Xiandai Shangye, 2022, (09): 6–8. [9] Zheng Pengxiang. Community as king: An interpretation of Bilibili marketing communication strategies under the “new 4C rule”[J]. Xin Meiti Yanjiu, 2022, 8(08): 66–68. [10] Liu Huan. Analysis of the brand communication value, dilemmas, and countermeasures of Bilibili[J]. Xin Meiti Yanjiu, 2022, 8(18): 59–62. [11] Tang Yan. The influence of short-video content marketing on consumers’ online purchase intention based on grounded theory[J]. Zhongguo Shanglun, 2023, (16): 103–109. [12] Luo Jianyan, Chen Rui. Exploring the influence of short-video marketing on consumers’ purchase intention: Taking Douyin as an example[J]. Zhongguo Shanglun, 2023, (22): 41–44. [13] Gou Yanfeng, Chen Weiye. How digital evaluation short videos affect consumers’ purchase decisions: From the perspective of perceived value and risk[J]. Journal of Xuchang University, 2025, 44(6): 133–140. [14] Jin Xiaopeng. Research on the operation strategy of health popular science self-media accounts: A case study of Bilibili UP creator “Tu Ba Ge”[J]. Public Communication of Science & Technology, 2024, (20): 38–41. [15] Wang Fuyan. Research on modern brand marketing strategy and communication effects based on short-video platforms[J]. Journal of News Research, 2024, 15(16): 263–266.