Research on Web Celebrity Marketing英語(yǔ)

1、北京理工大學(xué)珠海學(xué)院2020屆本科生畢業(yè)論文=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 pro

2、ducts and the cost-performance 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

3、netizens attention, they 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 whe

4、ther to buy these products 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

5、 prospect.Keywords: web celebrity, Internet platform, live webcasts, netizens 網(wǎng)紅經(jīng)濟(jì)的研究摘 要隨著網(wǎng)絡(luò)購(gòu)物的流行，越來(lái)越多的人們借助于網(wǎng)絡(luò)平臺(tái)去挑選自己心儀的產(chǎn)品，但是，由于網(wǎng)絡(luò)作為一種虛擬平臺(tái)人們很難直觀的去判斷產(chǎn)品質(zhì)量的好壞以及性價(jià)比的高低，而往往評(píng)論里面的也只是買家靜態(tài)的展示一些圖片。于此同時(shí)，一些網(wǎng)絡(luò)紅人依靠自己的才能例如開(kāi)直播、發(fā)布一些吸引網(wǎng)友眼球的小視頻成功收獲了一批粉絲，也有了一定的知名度。很多商家會(huì)讓他們?cè)诰W(wǎng)絡(luò)平臺(tái)發(fā)布一些對(duì)自己產(chǎn)品的使用感受，這些產(chǎn)品通常會(huì)經(jīng)過(guò)網(wǎng)紅的親自體驗(yàn)然后給出比較真實(shí)的感受

6、，網(wǎng)友通過(guò)觀看這些測(cè)評(píng)視頻來(lái)決定自己是否去購(gòu)買這些產(chǎn)品。一般情況下，這樣的測(cè)評(píng)視頻或者網(wǎng)絡(luò)直播往往會(huì)附贈(zèng)一些產(chǎn)品優(yōu)惠或者抽獎(jiǎng)來(lái)激發(fā)網(wǎng)友產(chǎn)生購(gòu)買行為。本文旨在對(duì)近年來(lái)越來(lái)越流行的網(wǎng)紅經(jīng)濟(jì)模式以及其前景進(jìn)行研究。關(guān)鍵詞：網(wǎng)紅；網(wǎng)絡(luò)平臺(tái)；直播；網(wǎng)民IIContentsAbstractI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

7、.2.2 Live Broadcast in Television 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 Influenc

8、e of Internet Celebrity 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 Selli

9、ng104.2.1 Advantages104.2.2 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

10、, and converts fans into 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 ever

11、y day. After becoming famous, 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, onl

12、ine games, maternal and 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 addi

13、tion, most of the products 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 th

14、en they will see the evaluation 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 vari

15、ous platforms on the Internet, 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 indus

16、trial chain.1 The Strategies 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. F

17、or example, live broadcast on Taobao is mainly aimed at selling goods on Taobao platform. Usually, there will be one or two anchors in front of the camera, and assistants will be next to them. They will continuously show their products to the live audience. These products are limited in quantity and

18、 low in price in the live broadcast room. Anchors show how the product is used and its advantages through short-term evaluation. In most cases, anchors will say that they will also purchase the product to lead consumption. Among the anchors on Taobao, Viya and Li Jiaqi, who are very famous, will par

19、ticipate in various activities besides simply selling products in live broadcast rooms to enhance their popularity. They even form their own fan groups. For example, Viyas fan group is called Viyas girls, and Li Jiaqi is well known and imitated by people because of his very appealing slogan come on,

20、 girls, lets buy it in the studio. There will be more game anchors in the live broadcast of the DouYu. Their attention is mainly focused on some players of the electric competition. They also often broadcast some professional competitions, such as the competition in the glory of the king. Such live

21、broadcasts are more professional. Besides the players of the competition, there will also be a host who specially introduces the competition. On the other hand, the live platform such as TikTok, Taobao are more diversified. Some anchors may sing live, some anchors will answer some questions raised b

22、y fans, some anchors will recommend evaluating some products, and some anchors will play games live. With the improvement of marginal benefits brought by the continuous enrichment of the content and forms of online live broadcasting, people are more and more accustomed to using live broadcasting to

23、chat with people, learn makeup, interact with web celebrity and understand product information, etc. Live broadcasting relies on intuitive video images to connect communication systems that are different from WeChat, MicroBlog and other communication systems that rely on text and pictures. People ca

24、n more intuitively contact with real people through live broadcasting, which is a new platform and space for online interpersonal communication.1.2 The Models of Online SellingWebcast is no longer limited to live broadcast itself. In order to meet the needs of the audience, live broadcast is often c

25、ombined with other forms. At present, the online marketing content of live webcast in our country is diversified, and the live webcast forms are diversified. Professional teams are responsible for making and operating the live webcast, which has changed from UCG mode to PGC mode.1.2.1 Selling throug

26、h Vlogs Many online celebrities will make small videos of the products they want to sell. Some videos show the products directly, while some online celebrities will use more interesting methods to make videos, combining some videos with story lines which contain the products they want to sell. For e

27、xample, one online celebrity in TikTok made a short video about milk powder advertisement, then he and his wife made funny short films about child care, which not only successfully promoted the products but also attracted the attention of netizens. Compared with a single way to introduce products, t

28、his way is more popular with netizens. There are also some Internet celebrities who will personally try products of the same type from different brands, and then come to the conclusion that the product which they need to sell is the best product. This method is also very convincing, because it is ea

29、sier to persuade the audience to buy by collecting different brands and comparing them.1.2.2 Live Broadcast in Television and Online Platforms This mode combines the live broadcast platform with the production of TV programs. For example, many TV platforms invite viewers to participate in live progr

30、am interaction with their mobile phones, and some shopping channels can be connected with users mobile phone shopping platforms, so that users can watch programs while buying their favorite products. Sometimes these programs also invite the audience to experience the products, the experience of the

31、general audience is very convincing. the program U can U BIBI produced by iQIYI is its representative program. The program takes the form of debate and chooses the winner through discussions on different topics and the final audience vote. The purpose of the program is to find the most talkative per

32、son in the Chinese community. Many viewers like the clear logical thinking, fluent eloquence and unique arguments of the guests in the program. Although it is a debate program, it is very interesting. As soon as the program is broadcasting, it is loved by many viewers. After that, the surrounding ar

33、eas of the program, for example, the books about economy written by professor Xue Zhaofeng who is one of the guests of the show are sold well on Internet. There are other guests becoming popular on the Internet and they got a lot of advertisements. In addition, various online live broadcast platform

34、s also provide convenience for them to sell their products. Many online celebrities will sell their products while netizens are watching the live broadcast. They will show the functions and uses of the products through live broadcast, and at the same time the prices will be more favorable, so that n

35、etizens can buy corresponding products while watching the live broadcast.2 Factors Affecting Internet Celebrity Economy2.1 Public PsychologyOn the one hand, with the increase of peoples workload, peoples time is becoming more and more fragmented. More and more people have to work overtime on weekend

36、s. In addition, the convenience of communication tools extends the working hours of many people. Some people even have to work overtime. It is increasingly difficult for people to have complete time for shopping, so mobile phone shopping has become their best choice. On the other hand, many people d

37、o not want to experience a product by themselves, so they use the experience shared by others on platforms such as TikTok, Taobao, and Xiaohongshu to decide whether they want to buy a product. The development of these platforms has promoted the development of Internet celebrity economy, expanded its

38、 influence and promoted the economic development of Internet celebrity economy.Second, the improvement of peoples living standard requires people to pay more attention to the quality, appearance and use value of products. Originally, many people would choose products of some international brands, bu

39、t now more and more people would choose domestic products. Peoples sensitivity to brands is decreasing, and they are more willing to choose products of better quality.In addition, the acceptance of web celebrity and hot products is also gradually improving. When online hot products first appeared, p

40、eople felt psychologically that although online hot products were good looking, their quality might not be perfect. However, as time goes by, people find that many online hot products are not only good-looking but also of good quality, bringing consumers a good feeling of use. The development of exp

41、ress delivery industry has also promoted the hot sale of online red products. Online hot products from various places can be easily delivered to consumers. At the same time, the speed of express delivery has been greatly improved, and the efficiency has been improved. Products that originally needed

42、 a week of transportation can now be delivered to consumers within three days, which also improves consumers purchasing enthusiasm on the other hand.2.2 The Operation of Network Data2.2.1 Catching Customers AttentionWeb celebrities will attract fans to watch in different forms through video or live

43、broadcast. For example, the online fans in Taobao live broadcast are often very good at interacting with fans. They have passion, loud voice and appealing language when they are selling products. In addition to introducing commodities, they will award fans randomly when they are broadcasting live, a

44、nd the gifts or prizes are very attractive. At the same time, they will also talk about various topics in the live broadcast room, such as makeup and skin care. Sometimes they will invite some famous people to the studio, which will attract fans of some famous person to watch the live broadcast. On

45、the live broadcasts of TikTok and MicroBlog, the web celebrities have a variety of forms. Some can sing beautifully, so they ask their fans to order songs and then they sing what fans have ordered. Some will broadcast their own delicious food. Generally, they eat delicious food to make the audience

46、have a good appetite. Links to the food they eat will also be put on the live broadcast so that the audience can place orders at any time. There are also some web celebrities who play games very well, so they will play all kinds of games live. Usually, the picture of games they played will be put on

47、 the interface, because the display of their game skills is the most important thing. There are also some who mainly chat with fans, which is a relatively simple way of live broadcast. However, there has been a new way of live broadcast recently, that is, they make a live broadcast when they are sle

48、eping. It looks very boring, but in fact many people watch it. In short, the public is willing to pursue new things, so web celebrities can only increase its popularity through continuous innovation.2.2.2 Selecting Suitable ProductsWhen web celebrities become famous, some merchants will ask them to

49、publicize their products and will also give them registration fees. The more fans they have, the more merchants will invite them to make online advertisements, and the higher the advertising fee is. However, if web celebrities do too much advertising, it may lead dissatisfaction to fans. Because fan

50、s prefer to see web celebrities videos rather than advertisements, thus web celebrities must choose the right amount of advertisements. In addition, they must also ensure that the products it advertises are of good quality. Otherwise, after fans buy and use them, if they are dissatisfied with a larg

51、e number of fans, the number of fans may decrease (Zhang, 2018). Therefore, when choosing products, they usually use these products for a period of time, and then tell fans how they feel about their use. At the same time, products with attractive appearance will be favored by people, because modern

52、people will pay attention to the design of products besides the quality of products, and good-looking products will often attract consumers attention. In addition, the price of the product should not be too high. Moreover, there will be preferential policies when buying the products selected by Inte

53、rnet celebrities, such as coupons, buying one and getting one free, etc.2.2.3 The Competition between Different Online CelebritiesWith the development of the new media industry, more and more people have chosen to work in this industry, and the competition has become more competitive (Pan, 2019). Fo

54、r example, the Internet celebrities whose videos mainly focused on trying delicious food, started with Mi Zijun. The earliest live broadcast of Mi Zijun was very simple, chatting with netizens while eating, besides, she would do some challenges, such as eating food within the specified time. Later,

55、more and more people began to join the ranks, such as mini. The fierce competition has made the video of the Internet celebrity more and more diversified. Now their videos will also include various series, such as going to different countries to taste local delicacies, challenging some of the more d

56、istinctive delicacies, and filming videos in cooperation with online celebrities in other fields.3 The Influence of Internet Celebrity Economy on Consumer Behavior 3.1 Publicizing through Word of MouthMany netizens go to buy some joint products recommended by web celebrity, especially young people.

57、Accompanied by the recommendations of various online app, such as Xiaohongshu and MicroBlog, when they see classmates or friends around them, or young people who are more fashionable on the Internet buying some kind of products, they will also have purchasing behavior, that is, they will have the ps

58、ychology of purchasing recommended products under the shared opinions of third parties. According to the 2019 Global Internet Celebrity Marketing Survey, half of consumers believe that they will choose to accept the recommendation as long as Internet celebrity reveals its relationship with a brand.

59、In addition, in the era of network information explosion, it is difficult for people to spend a lot of time comparing certain products, and the recommendation of web celebrities instead of netizens saves time for selection.3.2 Causing Impulse ConsumptionThe online celebrity economy has more and more profound influence on college students