The Influential Factors of Celebrity on People's Attention and Participation in the Charity Activity

DOI

10.2991/978-94-6463-036-7_31How to use a DOI?

Keywords

Celebrity; Charity Activity; Public welfare; Celebrity endorsement

Abstract

In China, a society with a developed Internet, celebrities or stars with high salaries and high status should help people with lower living standards and the ability to call for more people to participate. Starting from the research question of whether the participation of stars in charity activity advertising will attract more people, this paper used qualitative analysis to study the advantages, disadvantages, external opportunities, and threats of stars participating in charity activity advertising by referring to the star effect theory. Using the celebrity endorsement effect to show consumers a familiar face, stimulate consumers’ interest and successfully attract consumers’ attention and purchase desire. Through this strategy, marketers also increased the value of their brands, which has a positive impact on consumers’ buying behaviour. Celebrity endorsement is an effective means of advertising since most people have their own favourite idols. They would like to follow their idols, so this strategy is employed by the brand managers to promote their product. The conclusion is that the participation of stars can indeed stimulate the passion of the masses and attract more people's attention, however, the contract needs to be carefully drawn up before the brand and the star reaches cooperation because the negative news about the star will affect the development of the public welfare brand.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ruihua Yang
PY  - 2022
DA  - 2022/12/31
TI  - The Influential Factors of Celebrity on People's Attention and Participation in the Charity Activity
BT  - Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
PB  - Atlantis Press
SP  - 210
EP  - 215
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-036-7_31
DO  - 10.2991/978-94-6463-036-7_31
ID  - Yang2022
ER  -