Internet Celebrity Research Articles

Role of Live E-Commerce on Consumer Purchase Intentions

Purpose: One of the many ways that e-commerce allows shops to use live video to promote products in real time is live streaming. Theoretical structure: Perceived value and trust received are important factors of cognitive response showing interaction with external stimuli in the context of online purchasing study. Approach, methodology, and design: In the end, it influences the customers' information-seeking behaviour and helps the business create long-term profits by providing information and enabling synchronous information exchange between the online viewer (consumer) and the Internet celebrity. China has set the standard for innovation in internet commerce worldwide, from live broadcasting to cutting-edge purchasing. Results: For live commerce, social engagement, entertainment, and buy intent were found to be positively correlated. However, no relationship between purchase intent and professionalisation or visualisation was found. During live streaming, entertainment has the most influence on viewers' intention to purchase. Research, Practical, and Social Implications: With the quick advancement of contactless communication, it is projected that the live-streaming e-commerce sector will keep expanding. E-commerce that is live-streamed transcends the traditional notion of solely selling products or services. Originality/value: This study can be used as a standard by future academics and business experts to boost viewers' propensity to make a purchase while live streaming.

Analysis of the Harmonious Development Path of Urban Management and Internet Celebrity Cities under Digital Perspective

Technological advances and the Internet's rapid development have fueled the rapid rise of Internet celebrity cities, providing a unique impetus to urban development (mainly tourism) and economic vitality. However, the ensuing controversies have been persistent. In order to promote a thriving urban tourism industry and alleviate urban economic and employment pressures, it is essential to address the issue of Internet celebrity cities and fully realize their economic and social potential. This study summarizes the multiple problems in the operation of traditional Internet celebrity cities, reveals their challenges to urban management, and proposes ways to build a digital Internet celebrity city system using "digital" technologies. These digital tools can effectively overcome the difficulties faced by traditional Internet celebrity cities and provide strategic guidance for the long-term and healthy development of the Internet celebrity city economy.

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.

Harnessing the Power of VR and AR Technologies in Internet Celebrity Marketing and User Interaction

The integration of Virtual Reality (VR) and Augmented Reality (AR) technologies into internet celebrity marketing offers unprecedented opportunities for enhancing user engagement, personalizing user experiences, and creating interactive content. This paper explores how VR and AR can revolutionize user interaction by providing immersive experiences and valuable data collection capabilities. By examining various applications, including virtual events, AR advertisements, and branded experiences, we highlight the significant business opportunities these technologies present for internet celebrities and brands. The ability to monetize VR and AR content, combined with insights gained from data analysis, drives innovative marketing strategies and fosters deeper connections with audiences. Through collaborations between internet celebrities, brands, and tech companies, the potential of VR and AR to transform digital marketing and engagement is immense, offering exciting new avenues for growth and success.

The Communication Effect and Influence of Internet Celebrity Economy in the New Media Era

With the development of the Internet media era, people no longer adhere to traditional media marketing methods, short videos as the largest form of content production have greatly promoted the development of the Internet celebrity economy, but also let many Internet celebrities find a new situation to make money. This study discusses how the Internet celebrity economy spreads and influences peoples daily lives in the new media era. The study proposed the use of the literature research method, through the literature reading and research, through the establishment of the network platform, it explores the development of the economy and the exploration of new shopping models by using different ways of live streaming to sell goods. This study concludes that Internet celebrities receive advertisements through their own traffic and the number of fans, and promote the advertised products to consumers in the video, so as to achieve the benefits generated by both sellers and consumers.

Research on the Social Media Marketing on Beauty Product: Based on Questionnaire Method

With the rapid development of the Internet, network broadcast and product marketing advertisements are gradually integrated into our lives. As the main force of consumption, women's consumption behavior has also become the focus of attention. This paper takes the social platform marketing of beauty products as an example, and conducts a directional analysis of consumer behavior through the research method of questionnaire survey. The survey results show that the main group of online consumption is concentrated in young people. From the perspective of regional distribution, most consumers come from southeast China, that is, the more economically developed areas, and the first-tier cities are mostly. Consumers prefer actual demand and are influenced by Internet celebrities and online comments. The research results of this paper can be used as a reference for cosmetics companies to formulate more targeted marketing strategies, help cosmetics brands to improve sales and performance, and provide references for the direction of social network publicity.

Research on the Impact of Social Media on Brand Cognition and Consumer Behavior

In today's rapidly developing internet age, everyone's life is inseparable from the presence of the internet. Nowadays, social media exists as a new form of entertainment in people's lives. Through mobile phones or computers, consumers can easily obtain brand information and evaluations of new products from various self-media, forming new perceptions. This article will use a comprehensive approach to study how media attract people and change their perceptions. The final research reveals that some major manufacturers attract fan groups by releasing videos related to current hot topics, adapting to internet trends, and actively interacting with fans to build close relationships and customer loyalty. Additionally, sponsoring leagues and collaborating with internet celebrities are also important methods they use to enhance their brand image and establish their fan base. The study on the impact of social media on brand perception and consumer behavior shows that social media plays a significant role in shaping consumer perceptions of brands and influencing consumer behavior. Social media is also highly flexible, allowing for targeted reporting and introductions of specific products to achieve desired branding effects. The research also reveals how some media combine new factors to expand their fan base, providing directions for future academic research.

Differential Games between a Brand Manufacturer and an Internet Celebrity Regarding Fairness Concerns

With the rapid growth of social media and live-streaming technology, live-stream selling has become integral to the digital economy. Using differential game theory, this paper examines how fairness concerns impact the profits of internet celebrities and brand manufacturers under the “pure commission” model. We analyzed no fairness concern, gap fairness concern, and self-due fairness concern models, to investigate the optimal decisions and corresponding profits for an internet celebrity and a brand manufacturer. The results show that the internet celebrity earned the highest profits with low commission rates under the self-due fairness concern model, whereas higher commission rates yielded higher profits for the internet celebrity under the gap fairness concern model. Simultaneously, fairness concerns significantly affected the cooperation stability and long-term benefits, motivating the internet celebrity to maintain efficient collaborations with the brand manufacturer. Furthermore, the self-due fairness concern model was more practical than the gap fairness concern model.

Can AI-virtual anchors replace human internet celebrities for live streaming sales of products? An emotion theory perspective

The purpose of this paper is to (1) investigate whether consumers' emotions and purchase intentions are affected by the different behaviors or emotional states of Internet celebrities and (2) explore the change in consumers' emotions when Internet celebrities are replaced with artificial intelligence (AI) virtual anchors and whether consumers are willing to pay for AI virtual anchors. Therefore, the theoretical framework of this study was established by synthesizing emotion, trust, and personal values theories; following the causal framework of emotion-trust-intention, two studies were designed corresponding to Internet celebrities and AI virtual anchors. All data were collected via a questionnaire survey, and the two structural equation models were analyzed using Smart PLS software (version 4.0). Study 1 revealed that the behavior of Internet celebrities and shopping value directly affect consumer emotions and that different emotions significantly affect purchase intentions. Consumers with utilitarian motivations are more rational than those with hedonic motivations. Study 2 revealed that consumers with different shopping values experienced different emotional changes when confronted with AI virtual anchors and further confirmed the effects of emotions (post), consumer engagement, hedonism, and utilitarian values on consumer trust and purchase intentions. Moreover, AI virtual anchors are not popular except among consumers with extreme hedonism. Alternatively, consumers are more attracted to Internet celebrity live streaming than AI virtual anchors.

Decoding the apple paradox: a critical discourse analysis of gender, technology, and nationalism in China’s digital space

This research explores the intricate nexus of gender, technology, nationalism, and misogyny within the context of China’s digital realm. Positioned against the backdrop of an internet celebrity’s accusation towards Apple, the study critically examines a uniquely crafted narrative that adds socio-cultural dimensions to Apple’s perceived network misrepresentations. Female iPhone users are strategically criticized as intellectually inferior influencers of societal contributions, reflecting prevalent discussions regarding 5G technology. The narrative further stigmatizes female iPhone users with implications of involvement in sex work, leading to significant brand implications. Rooted in the framework of Feminist Critical Discourse Analysis (FCDA) and assisted with the approach of corpus-assisted critical discourse analysis (CADA), this study deciphers the complex narrative, focusing on themes of cyber misogyny, economic stratification, and nationalism. The research further reveals how this criticism toward female iPhone users extends beyond mere resentment, unveiling deeper foundations of nationalism and threat perceptions toward traditional phallocentric dominance. The term “traitors” allocated to female iPhone users rationalizes the ongoing assaults as patriotic endeavors, bellwethering toxic nationalism that marginalizes minoritized individuals. This scholarly examination underscores social media platforms, with a focus on Douyin, as potent venues for reinforcing gender bias, particularly through their algorithmic recommendations, content moderation practices, and governance models. This delineation emphasizes the critical need for ongoing sociocultural and digital discourse to challenge and mitigate these dominant, biased narratives.

Cross-media Integration of Film and Television and Cultural Tourism in the Context of Internet Celebrity Cities

In 2023, with the hit of the TV series "Long Moon Embers", Bengbu will become popular on the whole network, which will make film and television programs and cultural tourism a cross-media integration for a while. Despite the hot atmosphere of the tourism market, the quality of cultural and tourism products is uneven, and it is difficult to live up to the truth under the banner of culture. This not only affects the consumer experience, but also detrimental to the long-term development of the industry. The TV series is detonated, and Bengbu's own profound historical context and urban heritage are the blessings of cultural tourism development. In the face of the city's "out of the circle", Bengbu City should take advantage of the situation to pursue, dig deep into its own resource endowment, and deeply cultivate cultural resources to build a cultural and tourism city; It is necessary to take the opportunity to transform, improve the business environment and industrial ecology, and stimulate the vitality of the city to achieve sustainable development. Do a good job in service with heart and affection, and continue to stimulate new momentum for the development of the cultural tourism market.

Strategies for Online Market Entry: The Role of Network Anchors in China’s Live Streaming Sales Ecosystem

ABSTRACT Purpose This study explores the strategic implications of live-streaming sales and network anchors in China’s e-commerce landscape, particularly focusing on how different types of network anchors influence consumer trust and purchasing decisions. Methodology/approach A scenario-based experimental design was employed, utilizing a 2 x 2 factorial structure to analyze the effects of network anchor types (celebrity anchors vs. internet celebrity anchors) and product types (search goods vs. experience goods) on consumer behavior. Data were collected from 500 participants through an online survey, ensuring a robust statistical analysis of the main and interaction effects. Findings The results reveal that celebrity anchors generate significantly higher levels of consumer trust and purchase intention for search goods, while internet celebrity anchors are more effective for experience goods. Trust was found to play a partial mediating role in these relationships, particularly for experience goods. Research implications The study contributes to the existing literature by integrating traditional endorsement theories with the modern context of live streaming, offering new insights into the differential impacts of network anchor types across various product categories. It also highlights the need for a nuanced understanding of consumer trust in digital marketplaces. Practical implications Marketers and online enterprises can leverage these findings to optimize their live-streaming strategies by aligning the choice of network anchors with the specific characteristics of the products being promoted. This strategic alignment can enhance consumer engagement, trust, and ultimately, purchase intentions. Originality/value/contribution This research advances the theoretical discourse on digital marketing by elucidating the complex interplay between network anchor types, product characteristics, and consumer trust. It offers a comprehensive framework for understanding and optimizing live-streaming sales strategies in the context of China’s rapidly evolving e-commerce environment.

The Influence Mechanism of Internet Celebrity Phenomenon on Career Selection View of Generation Z in China--based on the Cultivation Theory

With the continuous development of information technology, television, as a mainstream media is gradually being replaced by new media, and this new mainstream media is also subtly influencing the career views of ‘Generation Z’ in China. This paper uses the cultivation theory proposed by American scholar Gerbner to analyze how the ‘symbolic reality’ constructed by the Internet celebrity industry affects the construction of ‘subjective reality’ in individuals' minds, and provides a brief overview of the ‘objective reality’ of the Internet celebrity industry in China.

An Empirical Study on the Psychological Impact of 'Internet Celebrity Culture' on Adolescents in Small Towns through Xiaohongshu

With the widespread popularity of social media, the culture of internet celebrities has significantly impacted adolescents. This study explores the psychological effects of "luxurious" lifestyle content shared by influencers on Xiaohongshu (Red) on adolescents in small towns in China. Employing both quantitative and qualitative research methods, we investigated how the portrayal of influencer content on Xiaohongshu shapes the values and life expectations of minors. The findings reveal significant differences in values, life satisfaction, and mental health among adolescents who frequently engage with such content. These insights offer a new perspective on the impact of social media content on youth psychological development and provide recommendations for parents, educators, and policymakers on guiding adolescent use of social media more effectively.

The Influence of Social Media Usage and Perceived Government Market Orientation on Travel Intention to an Internet Celebrity City: Exploring the Mediating Effects of Place Attachment and Perceived Value.

As the usage of social media continues to grow and local governments expand their promotional efforts, more internet celebrity cities (ICCs) are emerging as popular tourist destinations. To investigate the internal mechanisms that affect tourists' travel intentions to such destinations, place attachment and perceived value were proposed as two factors reflecting their deeper emotional connections and practical assessments to visit ICCs. This study was conducted to examine the relationship between social media usage, perceived government market orientation (PGMO), place attachment, perceived value, and travel intention in the context of Chongqing, a popular ICC in China. To evaluate the research hypotheses, 750 valid questionnaires were collected and analyzed by structural equation modeling. The results showed that social media usage had a positive impact on tourists' travel intention to Chongqing, while PGMO did not significantly influence travel intention. However, both place attachment and perceived value had mediating effects in the relationship between social media usage, PGMO, and travel intention. This paper concludes with theoretical implications, suggestions for further research, and recommendations for practice.

Internet Celebrity Marketing: A Consumer Trust Shaping Approach Based on KOL OpinionsTaking Holiland as an Example

With the rapid development of the internet, it brings up the influencers economic, and also already immerse into peoples daily life. As a sponsor of influencers economic, get through their own influence, act on their followers. This paper takes sweet desert brand: Holiland as the research object, aim to discuss about how to shape the image of KOL, and using the KOL identity. This study analyzes how the brand combines internet use, to make an impact on consumers attitude and willingness to buy, in addition to increase the sales volume of products and brand awareness, to achieve brand transformation and upgrading, become the top of baking industry in China. This study adopted methods of literature review to analysis the characteristic of market and the strategy of spreading in systematically. Besides, it also provides relevant advices in marketing strategy. This research provides the basis of how to use the identity of KOL, lead the brand to take the road of sustainable development.

Profit compression, time compression, and emotional exhaustion: the platformization of Taobao and its constraining effects on Chinese ‘original design’ women’s e-shops

ABSTRACT This study examines how Taobao, the dominant Chinese e-business platform, regulates the production, operation, and sales models of its e-shops, and the response to this regulation in the women’s original-design apparel industry. Drawing on ethnographic research with Shanghai-based Taobao original-design e-shops, this study shows that Taobao has normalized the ‘wanghong model’. This business model, which prioritizes internet celebrity and traffic generation through frequent online shopping festival promotions, tends to enhance the platform’s traffic rather than the e-shops’ sales or interests. Moreover, Taobao’s ‘consumer-first’ philosophy, responding to the socialist state’s left-leaning calls and competition from other platforms, places significant demands on practitioners’ time, making it challenging for the e-shops to manage the increase in returns along with sales. Taobao also requires practitioners to perform a large amount of emotional labor to provide customer service. Overall, a detailed analysis of Taobao’s platformization process complicates the simplistic understanding of China’s apparel industry transitioning from state-driven to market-oriented models. Instead, it reveals how the platform-mediated ‘market’ has become more diversified and stratified by various sub-platforms, affordances and business norms. Furthermore, it empirically shows how the axis of state-platform power has encroached upon the time, emotions, and energy of small businesses without enhancing their profitability.

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.

College students’ consumption behaviour in internet celebrity economy under We Media environment: a study among Malaysian and Chinese students

Purpose The purpose of this study is to examine the variables affecting college students’ consumption behaviour in the context of the internet celebrity economy and the We Media environment. Design/methodology/approach In this study, five independent variables − perceived ease of use, perceived usefulness, attitude, We Media environment and internet celebrity marketing, as well as one mediating variable, consumption intention, are used to analyse college students’ consumption behaviour. Findings This study concluded that all five independent variables have positive relationships with the consumption intention and that the consumption intention also has a positive relationship with the consumption behaviour. Originality/value This study expanded the technology acceptance model and theory of planned behaviour model, which could provide insights for future research on consumption intention and behaviour. In addition, this study gives guidance for businesses considering to join this new industry in the internet celebrity economy.

The Effect of Internet Celebrity B&B Service Quality on Customers' Behavioral Intention

The Effect of Internet Celebrity B&B Service Quality on Customers' Behavioral Intention