Celebrity Influence Research Articles

Research on the Influencing Factors of Chinese Internet Celebrity Live Streaming Sales Based on Self-Media Marketing

The Digital Age has created the rise of Internet celebrities and live streaming sales. With rapid information dissemination and personalized digital technologies, aspiring influencers can easily gain popularity and attract followers. Platforms like TikTok have established a symbiotic industry model where merchants promote products, streamers engage audiences, and fans shop in real time. This paper will focus on the influence of Chinese internet celebrities’ live streams by analyzing their marketing strategies. This study collected and analyzed data from surveys while observing and analyzing different types of influencers on the Chinese TikTok platform. The conclusion drawn is that, within the live-streaming sales industry chain, influencers employ a variety of marketing strategies that benefit society, the platform, companies, fans, and the influencers themselves. However, live-streaming sales can also have negative impacts on individuals, whether they are influencers or fans. People need to make cautious choices and take appropriate actions to maximize the benefits of live-streaming sales for the world while minimizing the negative impacts, thus making reasonable use of resources in the digital age.

From Clicks to Carts: Examining the Mediating Role of Attachment in the Relationship Between Influencers and Consumer Purchase Intentions on Live Streaming Platforms

Internet celebrities are rapidly reshaping economics and marketing dynamics on online platforms such as live streaming. This trend has made influencers a crucial marketing technique for many businesses. This study focuses on influencers and their characteristics, engaging in a comprehensive discussion of their complex relationships. It hypothesizes that the three key characteristics of celebrity influencers—similarity, professionalism, and interactivity—directly influence attachment and purchase intention. Additionally, the research explores how attachment mediates the relationship between influencer factors and purchase intention on live streaming platforms. A cross-sectional design and statistical analysis were employed, using a sample of 130 online consumers. The results suggest that similarity, professionalism, and interactivity directly effect on purchase intention. However, while professionalism and interactivity have a direct effect on attachment, they do not significantly influence the relationship with similarity. However, when mediated through attachment, similarity gets partially mediated whereas professionalism and interactivity have observed full mediation. The total effect is highest for similarity. Overall, the study found attachment to be a significant mediator among these influencer characteristics. These findings suggest that celebrities, product developers, advertisers, and online platform owners need to prioritize influencer credibility and competency to succeed in online marketing through live streaming platforms. This study provides new insights into marketing approaches, contributing to the field of consumer behaviour research both practically and theoretically.

The celebrity effect in microblog browsing among Chinese college students: based on implicit and recognition procedures

ABSTRACT This study examines the influence of celebrities on microblog browsing behaviours among Chinese college students, specifically analyzing implicit attitudes and recognition processes for both celebrity and non-celebrity microblog pages. Data were collected from 89 Chinese university students using the Implicit Association Test (IAT) and a recognition scoring test. employing a 2 (frequent users vs. non-frequent users) × 2 (celebrity microblogs vs. non-celebrity microblogs) mixed factorial design. Results indicate a significant preference for celebrity microblog pages, evidenced by more positive implicit attitudes and higher recognition scores compared to those for non-celebrity pages. Furthermore, frequent users demonstrated enhanced recognition, which suggests a significant celebrity effect. The study revealed the underlying automatic preference of college students for celebrities in their microblogs.

Theory of Behaviour dalam Virtual Interactivity untuk Meningkatkan Purchase Intention

With the growing evolution of social media, influencers have become an important intermediary between influencers and their audiences through the content they create, which can increase the role of social media as a marketing tool. The beauty industry faces challenges such as buyer disappointment after purchasing ']bnvc products reviewed by influencers, and the existence of influencers who accept endorsements of inauthentic products, causing losses to companies with genuine products and also deceiving their audiences by becoming a marketing medium for inauthentic products. Positive perceptions of the attractiveness of celebrity influencers have the potential to influence purchase intention. This research uses PSB Theory to analyze factors such as celebrity influencer's credibility, celebrity influencer attractiveness, attitude, virtual interactivity, brand awareness, and brand loyalty. It is hoped that the results of this research can become a basis for maximizing purchase intention through the factors of celebrity influencer's credibility, celebrity influencer attractiveness, attitude, virtual interactivity, brand awareness and brand loyalty

“Whether and how digital celebrities make us hungry for travel?”—An exploration of broadening and constructing perspectives on gastronomic tourism

AbstractThis study explored the influence of digital celebrities on gastronomic tourism through the lens of the broaden‐and‐build theory. Utilizing partial least squares structural equation modeling (PLS‐SEM) and a case study focused on TikTok, the research examined how consumers' subjective well‐being (SWB) affects para‐social interaction, novelty seeking, and audience participation, and how these factors, in turn, influence behavioral intention in the domains of food and travel. The results validated the proposed hypotheses, underscoring the importance of SWB in shaping behavioral intention within gastronomic tourism driven by digital celebrities. This paper enhances the current literature by elucidating the role of digital celebrities in gastronomic tourism and offers practical insights for marketers and tourism professionals on optimizing the influence of digital celebrities to improve the gastronomic tourism experience.

A STUDY ON THE IMPACT OF CELEBRITY ENDORSEMENT ON THE BUYING BEHAVIOUR OF CUSTOMERS

In today's marketing landscape, celebrities play a crucial role in advertising, leveraging their credibility and allure to enhance the effectiveness of campaigns. Marketers strategically utilize celebrities from various fields to capture consumer attention and influence purchasing decisions, particularly in regions like India where celebrity adoration is profound. This study delves into the transformative impact of celebrity endorsements on consumer purchasing patterns and brand perception, examining the intricate interplay between celebrity influence and consumer decision-making processes. Concurrently, the consumer buying decision process is explored, highlighting the stages individuals undergo when considering a purchase from identifying a need to post-purchase evaluation. Understanding these processes sheds light on how celebrities and consumer behaviours intersect, shaping marketing strategies and brand outcomes.

Effect of Social Media on Consumer Buying Behavior in the Electronics Market

This research examines the effect of social media on consumer buying behavior in the electronics market in Kathmandu, Nepal. A survey was conducted on 151 social media users to analyze the influence of psychographic factors, advertising strategies, social media engagement metrics, and influence of social media influencers and celebrities. Descriptive statistics, correlation, ANOVA, and linear regression were employed for data analysis. In line with prior studies, it has indicated that consumer buying behavior can be influenced by focusing on psychographic factors, advertising strategies, social media engagement metrics, and the influence of social media influencers and celebrities. In addition to these results suggest that social media plays a crucial role in shaping consumer electronics purchasing decisions, with user reviews, ratings, and influencer recommendations holding more weight than traditional marketing methods.

BLACKPINK Endorsement Effect: Luxury Perfume Brand Image and Consumption Behavior of Chinese College Students

This study explores the impact of K-pop stars on the brand image of luxury perfumes, with a particular focus on how Chinese university students perceive and behave towards perfumes endorsed by BLACKPINK members. This study employs a combination of textual analysis and questionnaire surveys to analyze the advertisements of four luxury perfume brands - Celine, Dior, YSL, and Tamburins- endorsed by BLACKPINK members. Through a survey of 117 Chinese university students, the relationship between the brand image conveyed by the advertisements and the consumers' brand perception is examined. The results indicate a high consistency between the visual and textual elements of the advertisements (such as the presentation style and emotional tone of the endorsers) and the perceived brand image by consumers. Moreover, the study reveals the synergistic effect of visual and textual elements in advertisements, which not only enhances the efficiency of brand information transmission but also improves consumers' overall perception and emotional connection with the brand. This study not only demonstrates the powerful influence of K-pop star endorsements but also provides important strategic insights for luxury brands in choosing endorsers and designing advertising strategies. By leveraging celebrity influence effectively, brands can achieve marketing goals and deepen the connection between consumers and the brand. Future research could further explore the relationship between different endorsers and different types of products, and how this relationship influences brand loyalty and purchasing behavior among various consumer groups.

Effect of protein supplements on cardiovascular health and exercise performance of young adult males.

The modern fitness culture, propelled by celebrity influence and media exposure, has led to widespread acceptance and consumption of protein supplements, particularly among young adult males aspiring for an ideal physique. Despite the surge in usage, limited research has explored the impact of these supplements on cardiovascular health and exercise performance. This study aims to bridge this gap by clinically examining the cardiovascular system using heart rate variability (HRV) and comparing outcomes between those using protein supplements and a control group. This study was conducted at the Department of Physiology, AIIMS Raipur. The cross-sectional study involved 60 young adult males aged 18-25 years. Participants were divided into two groups: group I (n = 30), comprising individuals using commercially available protein supplements for a minimum of three months, and group II (n = 30) as age-matched controls. Cardiovascular assessments, including HRV analysis, were performed at rest and after the Harvard step test. Pre-exercise and post-exercise parameters were statistically analyzed, and participants in the test group provided information on supplement labels. Participants in both groups exhibited comparable pre-exercise cardiovascular parameters. However, post-exercise results did not reveal significant variations in systolic blood pressure, diastolic blood pressure, mean blood pressure, low frequency/high frequency (LF/HF) ratio, Standard deviation of the successive differences between adjacent NNs (SDNN), and standard deviation of successive differences (SDSD) between the test and control groups. The average exercise duration for the control group was longer than that of the test group. Amino acid profiles and nutritional content varied among 13 different protein supplement brands. The study found no statistically significant positive influence of protein supplements on cardiovascular health or exercise performance in young adult males.

Examining process mechanism of celebrity attributes on brand advocacy

PurposeThe study uses the meaning transfer model to integrate celebrity advertising and branding under the broad paradigm of celebrity–brand communication. Specifically, the paper aims to examine the influence of celebrity attributes (authenticity and identification) on brand advocacy and purchase intention through brand personality appeal and brand identification.Design/methodology/approachThe study adopts two scenario-based research designs (involving nonfictitious and fictitious celebrities) for a cross-sectional structural path analysis.FindingsCelebrity authenticity, celebrity identification and celebrity–brand congruency significantly influence brand advocacy and purchase intention, with brand personality appeal and brand identification emerging as effective mediators.Originality/valueThe study highlights how vital brand personality appeal and brand identification are in transferring positive perceptions about a celebrity endorser into brand advocacy and purchase intention. These results will allow marketers to realize the relative influence of celebrity attributes on the partnered brand.

Development and Improvement of Celebrity Foundations in China

As a form of contemporary philanthropic organizations, celebrity foundations have emerged as a new entity in the field of social charity. Supported by the personal identity and influence of celebrities, the development of celebrity foundations is significantly influenced by their fame and impact. Compared to traditional foundations, celebrity foundations possess broader influence and quicker fundraising capabilities. However, Chinese celebrity foundations also encounter challenges during operation, such as excessive reliance on celebrity effects, insufficient management capabilities, lack of transparency, and insufficient specialization. In response to these challenges, celebrity foundations should improve in the following aspects: firstly, celebrity foundations should moderately separate from celebrities and establish their own brand and credibility. Secondly, internal governance structures need further enhancement, with increased supervision and standardization of fund utilization and project management, as well as collaboration with professional teams to provide more specialized support for celebrity foundations. Lastly, talent recruitment and cultivation should be emphasized to establish a specialized team belonging to the foundations brand, thus enhancing the foundations management level and operational efficiency.

Development and Improvement of Celebrity Foundations in China

As a form of contemporary philanthropic organizations, celebrity foundations have emerged as a new entity in the field of social charity. Supported by the personal identity and influence of celebrities, the development of celebrity foundations is significantly influenced by their fame and impact. Compared to traditional foundations, celebrity foundations possess broader influence and quicker fundraising capabilities. However, Chinese celebrity foundations also encounter challenges during operation, such as excessive reliance on celebrity effects, insufficient management capabilities, lack of transparency, and insufficient specialization. In response to these challenges, celebrity foundations should improve in the following aspects: firstly, celebrity foundations should moderately separate from celebrities and establish their own brand and credibility. Secondly, internal governance structures need further enhancement, with increased supervision and standardization of fund utilization and project management, as well as collaboration with professional teams to provide more specialized support for celebrity foundations. Lastly, talent recruitment and cultivation should be emphasized to establish a specialized team belonging to the foundations brand, thus enhancing the foundations management level and operational efficiency.

Public enemies? The differential effects of reputation and celebrity on corporate misconduct scandalization

AbstractResearch SummaryWe explore misconduct scandalization's antecedents by focusing on the rational and emotional bases underlying reputation and celebrity, and considering how they can enhance or reduce the likelihood misconduct is scandalized as a function of the misconduct's objective and perceived severity. Specifically, we argue the quantifiable nature of objective misconduct severity enhances reputation's rational influence, but attenuates celebrity's emotion‐based appeal. Conversely, perceived misconduct severity reduces reputation's influence, while enhancing the media‐driven interest in celebrity firms' behaviors. Our findings based on corporate data breaches confirm that objective severity amplifies reputation's effect and attenuates celebrity's effect, while perceived severity amplifies celebrity's effect and attenuates reputation's effect. Our findings highlight the importance of social evaluations' sociocognitive content in understanding why only some misconduct becomes scandalized.Managerial SummaryCommitting misconduct is costly; having it scandalized is devastating. Yet little is known about how social evaluations influence why only some firms' misconduct is scandalized, beyond the vague notion that prominent firms' misconduct attracts media attention. We find that the rational and emotional bases of firms' evaluations matter. High reputation, based on the rational assessment of firms' capabilities, increases the likelihood of scandalization for objectively severe misconduct, and the influence of celebrity—originating from audiences' emotional resonance with firms' unconventional traits and behaviors—weakens as objective severity increases. Conversely, reputation's influence weakens, and celebrity's influence strengthens, as media “availability cascades” grow and increase perceived severity. In addition to providing a more realistic portrayal of media behavior, we offer insights into post‐misconduct communications and remedial actions.

The Celebrity Influencer: Delineating the Effect of Tourism-Oriented Short Video Marketing on International Tourist Conation

This quantitative deductive study explores the influence of celebrity social media influencer-based short video marketing on tourist conation. The study also explores the intervening effects of trust, safety perception, and country image as underlying psychological mechanisms in tourist decision-making. Using a sample of 601 potential American tourists, the partial least squares—structural equation model results indicate that celebrity influence via short video marketing positively augments tourists’ leisure tourism-oriented conation—furthermore, trust, safety perception, and country image as internalized psychological mechanisms nuance this nexus. The findings enhance our understanding of the proliferation of celebrity-based social media influencing and short video marketing as conduits for destination marketing.

Celebrity worship: friend or foe of mental health? Qualitative evidence from Ghanaian adolescents

ABSTRACT In an era where celebrity influence shapes the lives of young people worldwide, understanding its impact on adolescents has never been more critical. This study explores the growing phenomenon of celebrity worship among Ghanaian adolescents by employing an exploratory research design. Primary data were collected through semi-structured interviews with 12 adolescents who were conveniently sampled. Interpretative phenomenological analysis approach was adopted to uncover recurring patterns and themes in the data. Our findings show dual effects of celebrity worship on the mental health of the adolescents. These encompass positive aspects such as inspiration and motivation, and negative aspects like anxiety and low self-esteem. We also established that adolescents engage in celebrity worship for varied reasons, including a desire for social connection and a need for escapism. Thus, our study highlights the dynamic effects of celebrity worship on the mental health of adolescents. Further quantitative studies are recommended for a comprehensive understanding of this relationship.

Innovation in Compensation Payments

The growing economic influence of cryptocurrency and the development of the associated infrastructure has brought about an interest in the new areas of its application. Payment of compensation in cryptocurrency is one such evolving application of cryptocurrency. Using a qualitative research design, we attempt to identify the factors and ecosystem constituents that play an important role in the diffusion, adoption and use of cryptocurrency as a compensation medium. A hybrid methodology involving both inductive and deductive methods of qualitative inquiry was used to develop the themes. The study identified nine main factors that influenced a participant’s decision to accept compensation in cryptocurrency. They are: (1) the prospects of high return; (2) ease of transaction; (3) faster international transactions; (4) price volatility of cryptocurrencies; (5) threat of hacking; (6) taxation policies of the country; (7) lack of recognition as legal tender; (8) influence of peer groups; and (9) influence of celebrities. The inductive part of the study enabled the mapping of the major stakeholders involved in the decision, namely, the government, the employer, the peer groups of the employee, celebrities and the cryptocurrency-issuing company.

A Study on the Marketing in the Internet Celebrity Economy

With the popularity of social platforms and the increase in the number of users, the influence of Internet celebrities is growing day by day, and their commercial value is gradually being explored. However, a number of problems and challenges have been revealed. The lack of a long-term strategy is one of the problems facing the Internet celebrity economy. Difficulty in monetizing traffic is also a major pain point in the Internet celebrity economy; brand image risk and legal risk are also problems that cannot be ignored in the Internet celebrity economy. The paper aims to discuss the development status, characteristics and future trends of Internet celebrity economy marketing. Therefore, in order to promote the healthy development of Internet celebrity economy, it is necessary to enhance the stability and trust between the two parties; explore diversified monetization channels to improve the profitability of Internet celebrity. At the same time, strengthen the brand image management and legal risk prevention to ensure the compliance and sustainability of Internet celebrity economy.

A Discourse on Celebrity Influence on Consumers Patronage of Telecommunication Service Providers in Nigeria

This study conceptually spotlighted the influence of celebrity endorsement on consumer’s patronage with major focus on telecommunication service providers in Nigeria. Using Globacom Nigeria Limited as a case study, it was acknowledged in the cause of the study that contemporary society is characterized with globalization and competition, because most consumers are exposed to alternative product. These propel business organizations to employ the most effective methods, strategies and programmes in producing and marketing their products and services. The study was rationalized by the reference group theory to link celebrity endorsement attributes and consumer purchasing behaviour as the exogenous and dependent variables of the study. Conclusion was drawn that celebrities have traditionally been the simplest way to debut a new product (consumer goods), and this will likely continue in the near future due to their broad popularity and a large following of devoted followers, mostly in the West. As a recommendation, the study suggested that marketing companies should ensure that their celebrity have a trustworthy nature, as this will influence the behavior of their consumers.

Current Trends in Cyberspace Technology: Exploring the Influence of Celebrity and Influencer Personal Branding on Social Media and its Effect on Cultivating Brand Loyalty

Current Trends in Cyberspace Technology: Exploring the Influence of Celebrity and Influencer Personal Branding on Social Media and its Effect on Cultivating Brand Loyalty

How does ice-snow celebrity influence Chinese tourists to visit Nordic destinations? The case of TikTok

ABSTRACT The emergence of short video (e.g. TikTok) provides a new avenue for destination marketing. However, limited research exists on short ice-snow destination videos, which are significant for Nordic winter tourism marketing. Drawing on a model based on parasocial interaction theory, this study finds that ice-snow celebrity attachment positively predicts Chinese tourists’ parasocial interaction, enjoyment, and hence intention to visit Nordic destinations in winter. Considering that Chinese tourists are an important consumer group for Nordic tourism, the study contributes not only to parasocial interaction theory in the context of short videos and the presentation of ice-snow tourism experiences but also to how to improve ice-snow tourism marketing via celebrity strategies.