Propaganda Information of Internet Celebrity Influence: Young Adult Purchase Intention by Big Data Analysis

卷:35

Article

关键词: WORD-OF-MOUTH;    PERCEIVED EFFECTIVENESS;    SOURCE CREDIBILITY;    TRUST;    TECHNOLOGY;    ROLES;    HUMOR;   

DOI  :  10.4018/JOEUC.318128

来源: SCIE

【 摘 要 】

At present, internet celebrity marketing has become a driving force for the growth of mobile e-commerce; however, it has also become more apparent that the credibility and authenticity of the internet celebrity is directly correlated to the success of the marketing model. Therefore, in order to entice consumers into purchasing products, cooperations and internet celebrities must be deemed trustworthy. In addition, there are several factors that influence the trust between internet celebrities and consumers. To highlight these factors, this paper constructed an internet celebrity marketing model from the perspective of trust and takes internet celebrity features, marketing character, and product factor as three constructs. Furthermore, eight independent variables are defined, and the corresponding items are designed. Through a quite large data survey and analysis, they have three findings: all eight independent variables have significant influence on trust, and internet celebrities' popularity, interactivity, and professionalism are the top three important factors.