Current Volume 9
Leveraging Cartoon Characters, Fictional Figures and Mascots in Public Relation to Shape Brand Perception and Audience Connection
Abstract
Fictional characters are becoming a common means of communication in a modern media world where the audience is suffering from "digital fatigue" and where the term "Zero-Click content" has entered the vocabulary. Within a now "digital fatigued" and "Zero-Click content" saturated media landscape, it is more and more common for organizations to use fictional characters to connect abstract corporate entities with the emotional lives of consumers. This research explores the strategic use of cartoon characters, mascots and fictional figures in the context of Public Relations (PR) for brand perception and audience engagement. The study, which used a quantitative research design and collected from 133 respondents, studied the effect of character promotion on brand visibility and consumer behaviour through five landmark PR campaigns (Amul Girl, Shinchan x Crocs, Motu Patlu x Curefoods) and a listed review of 22 research papers. The results revealed that fictional characters functioned as strong "visual anchors": 75.94% of the respondents agreed that characters were effective in attracting initial interest in exploring a brand. This is confirmed by eye tracking data with a visual fixation rate of 93.4% for character-branded packaging. The research findings suggest that Parasocial Interaction (PSI) and Meaning Transfer Model (MTM) are the factors affecting the effectiveness of character-driven PR through the "friendship illusion" and transferring the symbolic character to the product. The study also points to the need to keep the narrative consistent and overcome the "Uncanny Valley" to ensure trust in the brand, as the industry moves towards virtual influencers leveraging artificial intelligence. The findings are a PR practitioners' "Mascot Bible" that will help them develop "mental availability" and long-term brand equity in an ultra-competitive marketplace.
Keywords
Brand Mascots, Fictional Figures, Brand Perception, Audience Connection and Digital PR.
Citations
IRE Journals:
Alfi Khatoon, Dr. Jesus Milton Rousseau S. "Leveraging Cartoon Characters, Fictional Figures and Mascots in Public Relation to Shape Brand Perception and Audience Connection" Iconic Research And Engineering Journals Volume 9 Issue 11 2026 Page 3690-3706 https://doi.org/10.64388/IREV9I11-1718383
IEEE:
Alfi Khatoon, Dr. Jesus Milton Rousseau S.
"Leveraging Cartoon Characters, Fictional Figures and Mascots in Public Relation to Shape Brand Perception and Audience Connection" Iconic Research And Engineering Journals, 9(11) https://doi.org/10.64388/IREV9I11-1718383
About IRE Journals
IRE Journals is an open access online journals established with an aim to publish high quality of research work in various diciplines. We have more than 6 years in publications. Over 2500+ papers already published.
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