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Unveiling the Digital Luminaries: Exploring the Impact of the Chinese Internet Celebrity Economy on Consumer Behavior

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  • Yi Qiu

    (National Institute of Development Administration (NIDA) Bangkok)

Abstract

In the ever-evolving digital landscape, the emergence of internet celebrities, known as “Wanghong” in China, has revolutionized social media, technology, and commerce. This research delves into uncharted territory by examining the profound impact of the Chinese Internet celebrity economy on consumer behavior. While previous studies have explored the role of online celebrities in brand communication and market tactics, this study focuses on the nuanced effects within the Chinese context. Through quantitative research, we establish a significant positive correlation between China’s internet celebrity economy and consumer behavior. This correlation underscores the transformative role of internet celebrities in shaping purchasing decisions and influencing preferences, particularly among the younger generations. We also emphasize the importance of understanding cultural nuances, social groups, and psychological aspects in the context of the internet celebrity economy for crafting effective marketing strategies. Moreover, we advocate for businesses to strategically engage with internet celebrities in their marketing efforts, recognizing the substantial impact these digital luminaries have on consumer choices. To navigate the challenges and complexities of the influencer economy, we highlight the importance of knowledge management practices in capturing and utilizing consumer insights effectively. This research challenges established assumptions about consumer influencers and provides practical insights for businesses aiming to optimize influencer marketing strategies in China. The study’s theoretical implications call for a reevaluation of existing frameworks in consumer behavior, considering the evolving dynamics of internet celebrities. The managerial implications for businesses and marketing professionals emphasize strategic alignment with the internet celebrity economy and proactive engagement with these influencers for effective brand promotion.

Suggested Citation

  • Yi Qiu, 2025. "Unveiling the Digital Luminaries: Exploring the Impact of the Chinese Internet Celebrity Economy on Consumer Behavior," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(1), pages 3058-3080, March.
    • Handle: RePEc:spr:jknowl:v:16:y:2025:i:1:d:10.1007_s13132-024-02020-w
    DOI: 10.1007/s13132-024-02020-w
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