The Factors that Affect Consumer Product Recognition and Sentiment in the Age of Internet Celebrity Economy
Abstract
Abstract
The rise of new information technology and the development of mobile internet have brought attention to the emerging form of business known as Internet celebrity economy. This article introduces the background and development of this economy, emphasizing its role in promoting market growth. As a marketing tool with wide influence and product recommendation abilities, Internet celebrities play an important role in guiding consumers' recognition and emotions toward products. Through literature review and theoretical analysis, we used the AISIA model to construct a research model for studying the impact of Internet celebrity economy on consumer product recognition and emotions. We collected relevant data through questionnaire surveys for statistical analysis to verify our research hypothesis. The results from 420 responses showed that there was a significant positive correlation between internet celebrities' recommendation, influence, professionalism, reputation, consumers' product recognition, and their emotional response toward products recommended by them. This indicates that enterprises should fully utilize the influence of internet celebrities by cooperating with them to enhance product awareness while actively upgrading consumers' level of product knowledge. The results also revealed influential online personalities with good reputations having a positive effect on customers’ emotional response toward products recommended by them. Therefore，enterprises can use this finding by collaborating with such personalities so as to promote customers’ active consumption attitude toward their products. Suggestions are made for enterprises to recognize the important role played by online influencers, monitor and evaluate marketing strategies for effectiveness in sustaining enterprise growth.
Keywords: Internet celebrity economy，consumer product recognition，consumer sentiment，AISIA model
