From Image to Identification: The Emotional Marketing Pathway of Library Mascots Based on Interaction Ritual Chains

Bu, Junyu

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https://hdl.handle.net/2142/132976 Copy

Description

Title

From Image to Identification: The Emotional Marketing Pathway of Library Mascots Based on Interaction Ritual Chains

Author(s)

Bu, Junyu

Issue Date

2026-03-12

Keyword(s)

• Library mascots
• Emotional marketing
• Interaction ritual chains
• User identification

Abstract

Introduction. Library mascots serve not only as visual symbols but also as crucial mediums for establishing deep emotional connections with users. This study introduced Randall Collins’ interaction ritual chain theory to analyze how library mascots, through the construction of ritualized interactions, enhance users’ affective identification with the library. The aim is to provide theoretical grounding and practical strategies for the emotional marketing and brand building of libraries. Method. Employing a case study approach, the research investigated the application of mascots in libraries worldwide. Guided by the four core components of interaction ritual chains,it systematically examined the mechanisms through which mascots facilitate emotional marketing. Results. The findings revealed that mascots, by constructing an interactive ritual system comprising organizational symbols, offline activities, online interactions, and the circulation of derivative products, effectively catalyze the generation and accumulation of “emotional energy.” This process enables users to form affective identification with libraries. Conclusion(s). On this basis, the study proposed an emotional marketing pathway characterized by ritual construction, affective storytelling, symbolic identification, and intelligent empowerment. Libraries should recognize mascots as strategic assets in emotional marketing and as symbolic carriers of cultural warmth in the development of smart libraries.

Publisher

iSchools

Series/Report Name or Number

iConference 2026 Proceedings

Type of Resource

Other

Genre of Resource

Conference Poster

Language

eng

Permalink

https://hdl.handle.net/2142/132976

Copyright and License Information

Copyright 2026 is held by Junyu Bu. Copyright permissions, when appropriate, must be obtained directly from the authors.

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