Research on the Relationship between Internet Celebrities and Internet Celebrity Economy

DOI

10.2991/978-94-6463-098-5_159How to use a DOI?

Keywords

Internet celebrity economy; Internet celebrities; Operating mode

Abstract

In the Internet era, technological innovation and smooth information exchange channels have ushered in an unprecedented development of mass media. Compared with traditional marketing strategies, mass media dominates the consumption behaviour of the masses and shapes and influences social consumption culture. This form is more covert, spontaneous, inductive and attractive than traditional marketing strategies. With the rise of new media such as WeChat and Weibo, the phenomenon of internet celebrities has become more frequent. This paper conducts research through the method of literature research, trying to start from the Internet celebrity economy, and through in-depth analysis of this new form of marketing and communication, to study the relationship between internet celebrities and internet celebrity economy. The Internet celebrity economy has many advantages unmatched by other economic models, making it an indispensable part of the modern Internet consumption environment, especially in e-commerce marketing. But at the same time, there are still many structural drawbacks in the internet celebrity economy. The Internet celebrity economy leads to the consumption behaviour of consumers by guiding the consumption culture.

Copyright

© 2023 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  - Jikun Luo
PY  - 2022
DA  - 2022/12/27
TI  - Research on the Relationship between Internet Celebrities and Internet Celebrity Economy
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 1400
EP  - 1407
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_159
DO  - 10.2991/978-94-6463-098-5_159
ID  - Luo2022
ER  -