Construction of Animation Character IP and Fan Interaction Mechanism in the Context of Social Media

The full penetration of social media has profoundly transformed the communication ecology and value logic of animation character intellectual property (IP). Original animation IPs represented by NAILONG have developed a new growth path through the synergy of platform algorithms, user-generated content, official operations, and fan emotional communities. Taking the communication event of NAILONG’s sixth anniversary celebration as a research sample, this study explores the construction logic and fan interaction mechanism of animation character IP in the social media environment. The results show that cross-platform unified visual symbols form the basis of IP identification; official operations and UGC jointly shape character personality; fans participate through bullet screens, secondary creation, physical merchandise consumption, and cross-circle communication; and fan feedback can reverse-promote the iterative upgrading of IP images. Emotional connection is identified as the core driving force for sustainable IP commercial value, while fan co-creation expands cultural influence. From a digital communication perspective, wireless media propagation, platform recommendation algorithms, and electromagnetic communication networks support cross-platform visibility and interaction density. The study provides a systematic reference for animation IP operation and social-media-based cultural communication.