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Exploring the relationships among internet celebrities’ characteristics, content creation and influence
Journal of Digital & Social Media Marketing,
11
(4),
362-378
(2024)
Abstract
Social media platforms have become modern people’s entertainment, and they can even purchase products through social platforms. Therefore, this study has a more in-depth discussion, in the internet celebrity marketing, which measurement items in the type, characteristics, content and product types of the internet celebrity can effectively measure the marketing effect. This study takes as the observation object that has watched the endorsement videos or posts of internet celebrities. Using sample data obtained via an online survey, the study employs multidimensional scaling to explore the different marketing associations formed by the celebrities’ characteristics, content and influence under different product types. The study finds that the perception of internet celebrity characteristics and the perception of shopping guide effectiveness are in different groups in each perceptual graph. The results indicate that the characteristics of internet celebrities are mostly not directly affected to the effect of shopping guide. However, the study found that audiences over the age of 40 have more purchasing power than audiences of other age groups. Male audiences have stronger purchase intention among the search products endorsed by Beauty Wu and experience products endorsed by Joeman. Female audiences are more likely to purchase or trust products endorsed by Joeman. This research is of benefit to scholars in the field of influencer marketing and also provides marketing professionals with practical marketing methods.
Keywords: social media; influencer marketing; internet celebrity; key opinion leader
The full article is available to subscribers to the journal.
Author's Biography
Yung-Ching Yang holds a master’s degree in information management from National Taipei University, Taiwan. Her research focuses on social media marketing and internet celebrities, also known as influencers. Since graduating, she has worked as a quality assurance engineer for Shopback — a well-known cashback and rewards platform — where she is involved in the development and optimisation of various digital products, contributing to the growth of the digital business ecosystem. This position allows her to apply her information technology expertise in a practical context and provides continuous opportunities for learning and personal growth.
I-Ping Chiang is a research professor of information management at the National Taipei University. His research interests centre on the ever-evolving landscape of internet marketing, where he delves deep into the intricacies of online consumer behaviour and the dynamic world of social media marketing. He holds an MBA degree in finance from George Washington University and a PhD in business administration from National Chung-hsing University, Taiwan.
Ying-Ying Chen is a graduate student at the Institute of Information Management, National Taipei University. Her research interests focus on the realm of internet celebrities and their social media marketing strategies. She is particularly interested in exploring the characteristics of internet celebrities, their strategic approaches across different social media platforms and how they collaborate with brands to achieve mutually beneficial outcomes.
Kuan-Yu Hou is a graduate student at the Institute of Information Management, National Taipei University. Her research primarily revolves around the topics of metaverse gaming, the perceptual elements of gamers, and factors influencing their sustained willingness to engage in these virtual environments. She delves deep into the intricacies of metaverse gaming to understand the interactive experiences of players within this digital universe and how they perceive and participate in this virtual world.
