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The Effect of Beverage Brand Co-Celebrities on Social Media
- 1 Nottingham University Business School China, University of Nottingham Ningbo China, 199 Taikang East Road, Ningbo, China
- 2 Department of Science, Shanghai University, Shanghai, 99 Shangda Road, China
* Author to whom correspondence should be addressed.
Abstract
With the wide application of social media in today's society, brands gradually regard it as an important publicity channel. Among them, co-publishing content with celebrities has become an effective strategy to enhance the brand's influence on social media, and achieved remarkable results. Therefore, the in-depth study in this field is of great significance. Although the existing research mostly focuses on the celebrity joint effect of luxury brands, ordinary products and brands are equally worthy of attention. This study focuses on beverage brands in particular. Because drinks are daily consumer goods, their taste cannot be directly experienced through social platforms. Therefore, cooperation with celebrities has become an indispensable means in the promotion of beverage brands.Based on the theory of social identity, this paper discusses the relationship between the joint promotion of beverage brands and celebrities and the growth of likes, comments and shares on social platforms. The research mainly collects data from Weibo platform, and uses regression analysis for empirical research. The results show that all the dependent variables are significantly improved, indicating that joint promotion with celebrities is helpful to enhance brand influence and competitiveness. However, when the content contains elements such as money or lottery, which may violate the public's perception of celebrity images, the social identity effect will be limited. In view of this phenomenon, we use social identity theory to explain it in detail, and suggest that beverage brands should avoid introducing such elements into the promotion content when cooperating with celebrities in order to maximize the cooperation effect.
Keywords
Beverage brand co-celebrities, Social media, Social identity theorem
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Cite this article
Yu,Z.;Zhu,X. (2025). The Effect of Beverage Brand Co-Celebrities on Social Media. Advances in Economics, Management and Political Sciences,168,45-57.
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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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Volume title: Proceedings of the 4th International Conference on Business and Policy Studies
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