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1、Research on Web Celebrity MarketingAbstractWith the popularity of online shopping, more and more people rely on online platforms to choose their favorite products. However, as the network is a virtual platform, it is difficult for people to intuitively judge the quality of products and the cost-perf
2、ormance ratio. The comments are only the static display of some pictures by buyers. At the same time, some web celebrities have successfully gained a group of fans by relying on their own talents, such as opening a live broadcast and releasing some small videos. By attracting netizens attention, the
3、y have also gained a certain degree of popularity. Then, many businesses will ask them to promote their products on the Internet platform. The Internet celebrities will use the products and then they will tell the public more about their real feelings. Netizens will decide whether to buy these produ
4、cts by watching those evaluation videos. In general, such evaluation videos or live webcasts often issue some product discounts or lucky draws to stimulate netizens to make purchases. This paper aims to study the increasingly popular model of Internet celebrity economy and its prospect.Keywords: web
5、 celebrity, Internet platform, live webcasts, netizens 网红经济的研究摘 要随着网络购物的流行，越来越多的人们借助于网络平台去挑选自己心仪的产品，但是，由于网络作为一种虚拟平台人们很难直观的去判断产品质量的好坏以及性价比的高低，而往往评论里面的也只是买家静态的展示一些图片。于此同时，一些网络红人依靠自己的才能例如开直播、发布一些吸引网友眼球的小视频成功收获了一批粉丝，也有了一定的知名度。很多商家会让他们在网络平台发布一些对自己产品的使用感受，这些产品通常会经过网红的亲自体验然后给出比较真实的感受，网友通过观看这些测评视频来决定自己是否去购买
6、这些产品。一般情况下，这样的测评视频或者网络直播往往会附赠一些产品优惠或者抽奖来激发网友产生购买行为。本文旨在对近年来越来越流行的网红经济模式以及其前景进行研究。关键词：网红；网络平台；直播；网民IContentsAbstractI摘 要IIIntroduction11 The Strategies of Online Celebritys Selling21.1 The Content of Online Selling21.2 The Models of Online Selling31.2.1 Selling through Vlogs31.2.2 Live Broadcast in T
7、elevision and Online Platforms32 Factors Affecting Internet Celebrity Economy52.1 Public Psychology52.2 The Operation of Network Data62.2.1 Catching Customers Attention62.2.2 Selecting Suitable Products62.2.3 The Competition between Different Online Celebrities73 The Influence of Internet Celebrity
8、Economy on Consumer Behavior83.1 Publicizing through Word of Mouth83.2 Causing Impulse Consumption83.3 Opportunities for College Students84 Prospects of Online Celebritys Selling104.1 Future Possibilities of Online Celebritys Selling104.2 The Impact on Online Celebritys Selling104.2.1 Advantages104.
9、2.2 Disadvantages114.3 Suggestions12Conclusion13References14Acknowledgments15IntroductionInternet celebrity economy is a phenomenon that takes web celebrity as its image representative, gathers popularity in social media, relies on a large group of fans for targeted marketing, and converts fans into
10、 purchasing power. There are some similarities between Internet celebrity economy and fan economy. Online celebrities have won a large number of fans and become celebrities by sharing their lifestyle on social media. They need to spend a lot of time interacting with fans every day. After becoming fa
11、mous, they not only won lucrative product endorsements, but also established a new unique way of earning money by relying on their fame. Some have designed their own brands and opened online store on Taobao to enter the fashion industry, while others have entered tourism, online games, maternal and
12、infant products and other industries and even set up studios. However, not all Internet users can easily obtain huge economic benefits. These online celebrities are different from the stars. They are closer to the grass roots and can meet the tastes of young netizens. In addition, most of the produc
13、ts recommended to the online fans are more affordable and are more acceptable to fans. In most circumstances, under the Internet celebrity economy, consumers buy goods very quickly. Consumers may be attracted to the products recommended by web celebrity at first sight, and then they will see the eva
14、luation of the products. In addition, there will be some pictures of the buyers in the current comments. At this moment, consumers will have curiosity, which is easier to generate purchase intention.In general, Internet celebrity is the dominant mode of marketing through various platforms on the Int
15、ernet, and fans of Internet celebrity become the main force in consuming these products. This kind of consumption can be either through reward or recharge, or through advertising or brand endorsement. With the passage of time, web celebrity has formed a gradually mature industrial chain.1 The Strate
16、gies of Online Celebritys Selling1.1 The Content of Online SellingInternet marketing emerged with the rise of the Internet. There are many platforms in China, such as TikTok, Taobao, MicroBlog, DouYu, etc. Generally, the live broadcast on the Internet takes different forms. For example, live broadcast on Taobao is mainly aimed at selling goods on Taobao platfor
