Using Baidu Index to Explore the Temporal Dynamics of Chinese Online Interest in the Thai Film Bad Genius

Abstract

Objective: As the largest search engine in China, Baidu developed the Baidu Index, which is used to study Internet users' online search behavior and interests. This study aims to reveal the temporal dynamics and influencing factors of the film "Bad Genius" in China by analyzing its search trends on Baidu Index. Methods: This study used the Baidu Index, a publicly available database for accessing search query data systematically and quantitatively, to search using the Chinese keyword for Bad Genius. Search data were extracted from October 1, 2017, to March 21, 2025, to quantitatively analyze the temporal dynamics of public attention to the film. Results: The search trends shows three distinct phases: 1) The initial theatrical release peak (October 16-22, 2017)occurred three days after the premiere, confirming the chain reaction mechanism of "watching - dissemination - search" driven by social platforms; 2) A secondary peak emerged within 72 hours after the film's release on a streaming platform (December 1, 2017 ), specifically from December 4 to 10, 2017, reflecting the accelerated dissemination efficiency due to bullet-screen interactions; 3) Subsequent periodic fluctuations, such as during the 2019 Chinese GaoKao and the 2020 graduate entrance examination season, indicates that the film's narrative resonated with the issue of educational equity through the "social clock" effect, and triggered collective anxiety. Conclusion: The dissemination process of "Bad Genius" in China showed clear temporal dynamics: It garnered strong public attention and interactive participation during the initial theatrical release. Subsequently, its dissemination on streaming platforms broke through the traditional time threshold of word-of-mouth fermentation. The long-tail effect was characterized by precise resonance with the "social clock."