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Factors Affecting Commercial Endorsement of Stars and the Game Behavior of Stars’ Data Falsification

In: Proceedings of the 2022 International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2022)

Author

Listed:
  • Yi Wang

    (University of International Business and Economics, School of International Trade and Economics)

Abstract

This scientific paper aims to analysis factors affecting commercial endorsement of stars, and the game between stars which is a cause of data falsification. This article will use the static game theory to construct a static game between stars, and find out the Nash equilibrium. Both choosing fraud is the result of Nash equilibrium. The results explain why celebrity data fraud has become so common among celebrities. In addition, this article will also use some star data regression to analysis the factors influencing star commercial endorsements by Stata. As can be seen from the results, male stars have gender advantages. And the more fans, especially the core fans that stars have, the more commercial endorsements they have. There was also a positive correlation between the number of works and endorsements. The game matrix constructed in this paper is a relatively simple static game model, without considering many practical factors. And because the data is difficult to collect, the cross-sectional regression is simple.

Suggested Citation

  • Yi Wang, 2022. "Factors Affecting Commercial Endorsement of Stars and the Game Behavior of Stars’ Data Falsification," Advances in Economics, Business and Management Research, in: Faruk Balli & Au Yong Hui Nee & Sikandar Ali Qalati (ed.), Proceedings of the 2022 International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2022), pages 1140-1148, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-052-7_128
    DOI: 10.2991/978-94-6463-052-7_128
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