Social Media Analytics of User Evaluation for Innovative Digital Cultural and Creative Products: Experiences regarding Dunhuang Cultural Heritage

Social media platforms play an increasingly important role in cultural communication as society develops, attracting promotions and discussions about digital cultural and creative products (CACPs). This research investigates the cultural collaboration between Tencent and Dunhuang Research Academy (Dunhuang Academy) and analyzes user evaluation of integrating cultural heritage education into CACPs. We obtained data through Weibo and compared user evaluations and semantic social network analysis of digital CACPs, including interactive products, games, and music. Results indicated that users were more interested in landscapes, dubbing, and user-generated content (UGC) for interactive products, character versions, posters and skills for games, and singers and songs for concerts. Semantic social network analysis was also used to explore the Dunhuang CACP Circle. Scant studies evaluate the usefulness of integrating cultural heritage into different digital CACPs, especially in Asia. Our suggestions help promoters understand user needs for digital CACPs and better user experience and value.