Image Construction and Communication Mechanism of Internet Celebrity Products from the Perspective of Media Pilgrimage

Abstract

In the digital media environment, internet celebrity products attract widespread consumer attention through captivating designs, unique functionalities, and distinctive brand images. Exploring their image construction and communication mechanisms from the perspective of media pilgrimage, this paper identifies several key factors. Firstly, exterior design, unique functionalities, and brand tone are crucial elements in shaping the image of internet celebrity products, leaving a lasting impression on consumers. Secondly, emerging online marketing channels and the promotion by internet opinion leaders facilitate the rapid dissemination of internet celebrity product images. Thirdly, the level of consumer acceptance of internet celebrity product images influences their popularity. The theory of media pilgrimage explains the role of media in shaping consumer behavior. Lastly, challenges in this field include the deepening integration of manufacturing and media, as well as the inseparability of physical products from their images. In the future, it is imperative to delve deeper into consumer demands, and evolving brand shaping strategies are essential.