Web Celebrity Research Articles

Analysis of the Influencing Factors of Netroots Carrying Goods

Live streaming sales by web celebrities is a hot topic that is receiving increasing attention in todays society. Some scholars believe that it is mainly developed by the combination of web celebrity economy and e-commerce live streaming. Based on the literatures search and the concepts summary, this article mainly focuses on the factors which affecting the live streaming sales by web celebrities. Nowadays, with the popularity of e-commerce live streaming, a lot of enterprises are hard to survive in the cruel market just rely on traditional sales methods, they began to explore a new way to sell goods by e-commerce live streaming. On the other side, live streaming sales with web celebrities received very significant results, as a result, nowadays more and more enterprises choose to cooperate with web celebrities. Factors affecting live streaming sales by web celebrities have multiple dimensions, such as personal qualities of web celebrities, business cooperation strategies etc. The author hope that the conclusion of this article can provide some ideas to the entrepreneurs who choose to sell goods by live streaming.

Research on City Brand Construction under the Perspective of Value Co-Creation

In the era of new media, the Internet platform has created many web celebrity cities, among which “Erbin” and its related topics continue to be hot for several months, and have become a phenomenal IP for city branding.This paper starts from the perspective of value co-creation, and through the method of audience survey, we study to understand the impact of user value co-creation participation on the construction of Harbin city brand. Through the research, this paper concludes that the degree of user value co-creation participation can promote the city brand awareness, reputation and loyalty. By studying the effect of Harbin’s city brand construction, this paper draws lessons for small and medium-sized city brands to “get out of the circle”.

The influence of beauty makeup web celebrity live streaming on the purchase intention of female consumers--the intermediary role based on trust

This paper applies the SOR theory, this paper studies the influence of the popularity of anchors and the interaction of the broadcast room on the purchase intention, and introduces the trust as the intermediary variable to explore the intermediary role of trust in it. In this study, 162 questionnaires were collected for analysis. The results show that the popularity of the host on consumer purchase intention is not significant, the studio interaction on consumer purchase intention and positive correlation, the introduction of trust as an intermediary variable, the results show that the trust in the studio interactive consumer purchase intention before some intermediary role, trust in the host popularity and purchase intention play a complete intermediary role.

Local Government Cadres Guiding Tourism Economic Development:from the Perspective of Flow Economy

In the past two or three years, a group of cultural and tourism directors represented by He Jiaolong in Zhaosu, Yili, Xinjiang, Liu Hong and Jiang Zeduoji in Ganzi Prefecture, Sichuan, Xie Wei in Suizhou City, Hubei, and Wu Jiaojiao in Dafang County, Guizhou, have relied on short video platforms such as Douyin and Kuaishou to made their own small videos promoting their hometowns, and have become popular on the Internet one after another. These web celebrity directors have promoted the tourism economy of their hometown through continuous publicity, live broadcasting with goods and other forms, and contributed great strength to the development of their hometown. Their success, attracted around the Secretary of Culture and Tourism have followed suit, in the country set off a wave of Secretary for hometown tourism endorsement boom. As a netizen, the author has also learned about this hot event. Through reviewing a large amount of data, using literature research, case analysis and other research methods, the author has carried out some of his own research on the phenomenon of network red bureau chiefs􀆳tourism in various places from the perspective of traffic economy. The study found that: First, in the context of the global digital economy, short video platforms based on algorithms and big data are profoundly changing the lives of ordinary people; Second, the emergence of the secretary of Internet Celebrity has brought a new development model of flow economy and has become a booster for the development of local tourism; Third, the culture and tourism secretary of Internet Celebrity has a unique value for local development in the cultural, political and economic fields. This study also found that the􀆳Internet celebrity culture and tourism director model has been copied in large numbers in various places. This phenomenon should be paid attention to and guided. Relevant departments should make efforts to improve their governance ability and tourism industry management ability, so that the Internet celebrity hit sites can be sustained, not just a simple imitation.

Brief Analysis of the Strategy Research of Creating Online Celebrity for the Elderly on Short Video Platform

With the iterative update of media technology, after a series of rapid growth cycles, the media platform of short video is not difficult to find that the short video industry is gradually changing from the previous traffic competition to the era of "content is king".It is not hard to see that in fact, users on short video platform may have aesthetic fatigue for ordinary online red, but the Internet celebrity for the elderly is refreshing and completely caters to the curiosity psychology of short video platform users. And according to the survey of media use of the elderly, we can find that: with the increase of the number of middle-aged and elderly people surfing the Internet, the new media platform is no longer just a gathering place for young people, and the scope of online red should not only be limited to the young online red. From the perspective of short video platform as a whole, the commercial implantation of short video content is gradually deepening. The massive and fragmented User-created Content of each platform is in opposition to the large-scale demand of advertising, and it can not meet the continuous demand of the platform for high-quality resources. The emergence of Multi-Channel Network has greatly improved the content production efficiency, and it has become a professional content production support organization, playing a role of economic support The role of economy and business. According to the first mock exam, most of the old red nets are also out of the Multi-Channel Network business model. The advantage of Multi-Channel Network is that it can not only achieve mass production in production content, but also realize the industrialization and industrialization of the network redactor training strategy. Created a large number of high-quality elderly web celebrity short video content creators, also led the new short video platform to create web celebrity business model.

Research on the Influence and Mechanism of Web Celebrity Live Broadcast on Consumers' Purchasing Intention

In the booming integration of internet celebrities' livestreaming with e-commerce, livestreaming by internet celebrities has shown explosive growth. Against this backdrop, this study examines the factors influencing consumers' purchase intention in internet celebrities' livestreaming, and explores the underlying mechanisms. The study finds that attractiveness has a significant positive impact on consumers' purchase intention, with interactivity playing an intermediary role. Expertise has a significant positive impact on consumers' purchase intention, with perceived quality acting as an intermediary. Ethical reputation has a significant positive impact on consumers' purchase intention, with perceived social value acting as an intermediary.

Research on the Training Path of Live E-commerce Talents Oriented by Industry Development

The growth of user scale and application popularization of live streaming e-commerce promote the transformation of live streaming stores to store live streaming, live streaming scene to scene live streaming, and the transformation of web celebrity staff to staff web celebrity. The stock talents of live streaming e-commerce can no longer meet the development of the industry. Long-term training of applied talents in higher vocational colleges can provide human resources to the industry and promote the development of local industries. However, the rapid development of live-streaming e-commerce industry leads to the shortage of industrial development and talent supply, the dislocation of industrial demand and talent training, the disconnect between practical training conditions and training requirements, and the lack of complementarity between higher vocational teachers and industries. According to the new in April 2022, the revision of "vocational education law" requirements to promote enterprise depth to participate in vocational education, education fusion is live electricity talent training, talent training to adhere to the industry development, post, class, competition, and training process, college teachers and industry mentor complementary development, jointly promote live electricity talent training.

Study on the Impact of We Media Work on Rural Women's Employment and Personal Development

Since September 2020, China has launched the "rural web celebrity" cultivation program, calling for more new farmers to return to rural areas for employment, and rural women as more than half of the potential surplus labor force in rural areas, their career intention to a large extent related to rural development. Empirical survey results show that most left-behind rural women in China are unwilling to engage in agricultural production, and prefer to choose jobs with close distance and flexible time. Combined with the empirical survey results and theoretical analysis, it is found that the we-media work is relatively in line with the career intention and living conditions of Chinese rural women, and can play a positive role in women. Therefore, county melting media need to be center of the whole scale media matrix, with the help of the media work to promote the development of rural women non-agricultural employment and suggestions, to help rural online coordinated development of culture communication and assign rural industry revitalization.

Analysis the influence of “web celebrity” phenomenon on young consumer’s perception in the perspective of new media -- taking cosmetic industry as example

This research mainly explores the influence of the "web celebrity" phenomenon on young consumers' perception of social media. Taking Kylie Jenner’s successful marketing of cosmetics company as background, from the perspective of consumer’s perception to discuss the research question in depth on Instagram. It analyzes consumers’ perceptions through collecting data on social media to detect the perceived value and satisfaction and e-WOM communication. The e-WOM effect tested of Kylie Cosmetics in this experiment is different from our stereotype. Finally, it indicates that consumers have a high degree of recognition of Kylie Cosmetics.

Research on the Influence of Web Celebrity Anchors on Consumers' Willingness to Buy

With the development of the Internet, how to use network broadcasting to effectively promote to enhance consumers' willingness to buy has become a major challenge for enterprises.This paper takes the relevant characteristics of web celebrity anchor as the research object, uses econometric theory, uses literature analysis method and empirical research method, puts forward the corresponding research assumptions, and constructs a logical model of the impact of web celebrity live broadcast on consumers' willingness to buy.This paper is mainly based on the live Taobao data in the gray dolphin data, with empirical analysis through factor analysis and regression analysis method. The results found that the number of thumb up, rising fans and the number of viewers showed a positive impact on sales. In view of this conclusion, corresponding measures are put forward to improve the purchase willingness of consumers in the broadcast studio and promote the rapid maturity of Taobao live broadcast marketing.

The Innovative Research of Ideological and Political Education in Colleges and Universities in the All-media Era from the Perspective of “Internet +” —— Taking “Web Celebrity” Group of College Student

The Innovative Research of Ideological and Political Education in Colleges and Universities in the All-media Era from the Perspective of “Internet +” —— Taking “Web Celebrity” Group of College Student

A dynamic evolutionary game model of web celebrity brand eWOM marketing control strategy

PurposeThis paper aims to recognize whether government policy supervision or social network platform supervision can effectively promote the control of misconducts of web celebrity brand eWOM marketing and to identify the key factors influencing the unhealthy web celebrity marketing environment.Design/methodology/approachTheoretical research was employed to develop a practical approach for applying evolutionary game theory to eWOM marketing controlling strategies modeling via dynamic visualization, systematic simulation experiments.FindingsEvolutionary game theory combined with dynamic simulation modeling can provide a formal approach to understanding web celebrity brand eWOM marketing decision-making in social media, which can thus support the control of unhealthy web celebrity marketing environment. The results demonstrate that the reasonable control of social platform control costs may be more effective than the government policy on web celebrity fake brand eWOM marketing behaviors.Originality/valueThe study enriches the research on the management and control of eWOM marketing as well as provides guidance for the sustainable development of the web celebrity economy in social media.

The development of e-commerce by web celebrity live webcast with goods

Online celebrities with goods refers to celebrities with the Internet "+" era background and their own unique advantages, through micro blog, wechat, short video and live broadcast platform to promote the sales of goods from the media. The purpose of this paper is to explore the development prospect of ecommerce under the background of live broadcast of online celebrities with goods. This paper discusses the impact of online celebrity live broadcast on e-commerce and the existing problems, and puts forward the corresponding solutions for reference.

A strategic Study on Customer Engagement Improvement from the Perspective of Short Video Advertising : Take Douyin as an Example

In recent years, the Internet market penetration of short videos has been increasing.In addition, under the influence of the epidemic in 2020, not only web celebrity live broadcast, but also more bricks-and-mortar stores have launched live broadcast to advertise and sell products. However, the degree of customer participation in live broadcast is different.This paper mainly analyzes customer engagement from the perspective of douyin advertising and provides strategies for the development of the short video industry.

Saída do segundo armário: análise das narrativas autobiográficas de Felipe Mastrandéa

No presente artigo, apresentamos uma discussão sobre visibilização de temáticas da esfera do privado (SENNETT, 1988) e do segredo (SEDGWICK, 1990), por meio da análise de narrativas autobiográficas de Felipe Mastrandéa em seu canal no YouTube, em que o vlogger revela ser soropositivo. A partir dessa análise, objetivamos perceber como se dá a construção dessas videografias de si (COSTA, 2007; 2009), assim como a saída do chamado segundo armário (MISKOLCI, 2012a). Para tanto, recorremos a bibliografias sobre diários contemporâneos na internet e sobre o HIV e, uma vez que esse vírus, assim como outras questões relacionadas ao sexo, é alocado no âmbito do sigilo, principalmente em razão do estigma a ele atribuído historicamente, abordamos temas como público versus privado, exposição de intimidade e regimes de visibilidade, valendo-se das contribuições de Arfuch (2010), Bruno (2013), Sibilia (2003; 2016), Goulemot (2009), Ranum (2009), Foisil (2009), dentre outros autores. Como principais resultados, percebemos que as videografias são marcadas por um imbricamento do público e do privado. Neste caso específico, o domínio pessoal é publicizado com função estratégica, para adquirir visibilidade e manter um status de webcelebridade. No entanto, essa revelação é parcial, uma vez que Felipe Mastrandéa confere mais importância à exposição da identidade homossexual e menos à soropositividade. Além disso, contar que convive com HIV poderia ser utilizado por ele como um posicionamento contra discursos preconceituosos e discriminatórios, entretanto, o vlogger acaba, na contramão, reforçando os estereótipos relativos à promiscuidade e à irresponsabilidade.

Research on the influence of web celebrity live broadcast on consumer's purchase intention - Adjusting effect of web celebrity live broadcast contextualization

이 논문의 목적은 전자 상거래 플랫폼에서 웹 유명인 생방송의 컨텍스트 화효과가 소비자의 제품 가치, 위험 및 구매 의도에 대한 인식에 미치는 영향을 탐구하는 것입니다. 본 논문에 실은 Taobao 쇼핑 소비자를 연구 대상으로 사용, 설문 조사 방법, 설문 조사가 채택되었으며, 설문 및 분산 네트워크를 통한 형태, 소비자 구매에 대한 실제 상황 영향의 웹 유명인 효과에 대한 웹 유명인 효과의 추가 검증을 위해 라이브 의도, 설문지는 데이터 처리 후 통계 소프트웨어 SPSS 23.0 및 AMOS 22.0을 사용하여 리 커트 스케일, 7 및 재활용 설문지 분석을 설계합니다. 설문지의 신뢰성과 타당성을 결정한 후, 탐색 요소 분석을 사용하여 가설을 검증하고 소비자의 구매 의도에 대한 웹 유명 인사 생방송의 문맥 화효과의 실제 조정 정도를 계산했습니다. 본 논문의 연구 결과는 다음과 같이 요약된다 : (1) 소비자의 제품에 대한인지 된 가치는 구매 의도에 중대한 영향을 미칠 수있는 반면,인지 된 위험은 구매 의도에 상당히 부정적인 영향을 미친다. (2) 제품에 대한 소비자의 신뢰와 구매 의도는 웹 유명 인사 생방송의 컨텍스트 화에 의해 규제됩니다. 특히, 컨텍스트 화효과가 우수한 웹 유명인 라이브 방송의 경우 소비자 제품의인지 된 가치는 제품 신뢰에 긍정적 인 영향을 미칩니다. 이는 컨텍스트 화효과가 좋지 않은 웹 유명인 라이브 방송의 가치보다 높습니다. 제품에 대한 소비자의인지 된 위험을 해결하는 관점에서, 컨텍스트 화효과가 우수한 웹 유명인 라이브 방송은 컨텍스트 화효과가 낮은 웹 유명인 라이브 브로드 캐스트보다 훨씬 우수합니다. 이 논문은 경험적 분석을 바탕으로 웹 연예인 생방송이 전자 상거래 산업의 지속 가능한 성장을위한 새로운 돌파구가 될 것이며 전자 상거래 마케팅 모드와 웹 연예인 생방송 산업의 변화에 대한 제안을 제시 할 것이라고 결론을 내렸다.

Web celebrity shop assessment and improvement based on online review with probabilistic linguistic term sets by using sentiment analysis and fuzzy cognitive map

As a representative of the new economy, the web celebrity economy has achieved significant development in China with the rapid development of information technology and the Internet. In this environment, web celebrity shops encounter fierce business competition of peer competitors. Online reviews which imply the consumers’ attitudes and sentiments give the web celebrity shops good feedback to improve their competitiveness. Thus, taking milk tea as an example, this paper deeply investigates the assessment of web celebrity shops by mining online review. At the same time, we also discuss the competitive analysis and propose the corresponding improvement advices. In order to obtain the satisfaction assessments of web celebrity shops, on the one hand, we analyze topic extraction with latent dirichlet allocation (LDA) and determine the attributes that customers care about. On the other hand, we utilize long short-term memory (LSTM) and probabilistic linguistic term sets (PLTSs) to more precisely portray customers’ sentiment towards different attributes. By using fuzzy cognitive map (FCM) and the association rule, we further investigate the interrelationship among the attributes and construct the relationship graph between attributes for web celebrity shops. With the above results, we aggregate the decision information by designing improved extended Bonferroni mean (EBM) and obtain comprehensive evaluations. General speaking, this paper successfully transforms the unstructured data of online reviews into quantitative information and obtain satisfaction evaluations. With the aid of PLTSs and FCM, we further investigate the competitive analysis and propose improvement advices for each shop, which systematically provides us with a data-driven decision-making analysis model.

Prototype Development, Transmutation and Value of Folk Web Celebrity-Take Folk Web Celebrity Weng Jiana as an Example

In recent years, “Internet celebrities” have been widely infiltrated into people's online life under the promotion of new media industry. The value of web celebrity was originally concentrated in business rather than traditional cultural communication. However, Weng Jiana's “folk web celebrity” phenomenon, which became popular overnight from folk performance activities, made the audience's arima prototype huge appeal.This paper analyzes the feedback from video audiences and video adaptation of Weng Jiana, and explores the development effect of anima prototype in the process of web celebrity shaping and its evolution process, which is of enlightenment significance for the prototype theory to optimize the transmission mechanism of web celebrity's traditional cultural value.

The influence of parasocial relationship in fashion web on customer equity

With the global rise of the internet economy, firms are increasingly involved in marketing processes with social networking sites (SNSs) as the carrier. In this context, it is important for firms to use parasocial relationships as a promotional tool. This research examines the role that parasocial relationships can play as a strategic tool. It seeks to reveal which attributes possessed by fashion web celebrity endorsers impact parasocial relationship. The work also explores how customer equity is affected by parasocial relationship. The study also investigates the moderating role of brand love in the relationship between fashion web celebrity endorser attributes and parasocial relationship. The findings show that fashion web celebrity endorser attributes of popularity, fashionable and affinity positively affect parasocial relationship. Also, a positive association is found between parasocial relationships and customer equity. The relationships between fashion web celebrity endorser attributes and parasocial relationship are affected differently by brand love.

THE DRIVING FACTORS OF THE RELATIONSHIP OF PARASOCIAL INTERACTION IN SNS ENVIRONMENT AND ITS IMPACT ON CUSTOMER EQUITY

The relationship of parasocial Interaction is one of the important contents of marketing research in recent years. With the rise of internet economy in the world, more and more enterprises' marketing practices are involved in the marketing process of SNS based on social networks. The interaction between medium and audiences has broken through the non-face-to-face one-way communication mode and forms a twoway communication mode of the relationship of parasocial Interaction in the SNS environment. Based on the signaling theory and the social exchange theory, this dissertation clarifies the driving factors and mechanism between Fashion web celebrity and attributes and relationship of parasocial interaction through the literature review, In the South China, Middle and North China, there were N audiences who used SNS experience as survey target to conduct a survey. And analyzed these data with SEM software. The research found that between Fashion web Fashion web celebrity and attributes and SNS participation motivation show a positive correlation with relationship of parasocial interaction, and there is a positive correlation between relationship of parasocial interaction and identification, relationship of parasocial interaction and identification have positive correlation with customer equity. E-WOM on customer asset-driven process has a clear intermediary role in the relationship of parasocial Interaction. This not only enriches and develops the existing research results of relationship of parasocial Interaction, but also provides guidance for enterprises to manage relationship of parasocial interactions. In addition, it also provides valuable theoretical guidance for enterprises to promote SNS marketing management practices.