Download pdf
Image Construction and Communication Mechanism of Internet Celebrity Products from the Perspective of Media Pilgrimage
- 1 Inner Mongolia University
* Author to whom correspondence should be addressed.
Abstract
In the digital media environment, internet celebrity products attract widespread consumer attention through captivating designs, unique functionalities, and distinctive brand images. Exploring their image construction and communication mechanisms from the perspective of media pilgrimage, this paper identifies several key factors. Firstly, exterior design, unique functionalities, and brand tone are crucial elements in shaping the image of internet celebrity products, leaving a lasting impression on consumers. Secondly, emerging online marketing channels and the promotion by internet opinion leaders facilitate the rapid dissemination of internet celebrity product images. Thirdly, the level of consumer acceptance of internet celebrity product images influences their popularity. The theory of media pilgrimage explains the role of media in shaping consumer behavior. Lastly, challenges in this field include the deepening integration of manufacturing and media, as well as the inseparability of physical products from their images. In the future, it is imperative to delve deeper into consumer demands, and evolving brand shaping strategies are essential.
Keywords
Media Pilgrimage, Internet Celebrity Products, Communication Mechanism
[1]. Zhai, J. J., & Han, J. T. (2023). Mechanism of consumer purchasing behavior formation in the perspective of internet celebrity economy. Business and Economic Research, 2023(12), 63-66.
[2]. Wang, X. H., Wang, J. H., & Wuyun. (2023). Specialization or sharing: The interaction effect of internet celebrity live broadcasting type and product type on consumer purchase intention. Journal of Finance and Economics, 2023(05), 78-90.
[3]. Zhou, M., Lu, X. L., Zhu, J. M., & Zhang, C. Y. (2023). Exploratory research on non-scenic spot internet celebrity tourist destinations from the perspective of media pilgrimage. Tourism Science, 37(01), 59-74.
[4]. Liu, Q., & Lv, X. (2023). Research on internet celebrity economy and MCN management mechanism. Media, 2023(03), 86-89.
[5]. Xiong, L. (2022). Study on the derivative mechanism of consumer trust in the live broadcast and sales model from the perspective of the new internet celebrity economy. Business and Economic Research, 2022(21), 94-96.
[6]. Huang, M. (2022). Influence of content and form of internet celebrity products on consumer purchase intention: The moderating effect of aesthetic expectations. Business and Economic Research, 2022(06), 91-94.
[7]. Wang, J. M., Wu, L. B., & He, Z. X. (2021). Impact mechanism of slow fashion blogger characteristics on sustainable clothing consumption behavior: Identification-responsibility model in the internet celebrity economy era. Journal of China University of Geosciences (Social Sciences Edition), 21(04), 90-104.
[8]. Geng, N. S., & Xie, X. F. (2020). Development of internet celebrity marketing model in the attention economy era. Youth Journalist, 2020(14), 104-105.
[9]. Yang, J. H. (2018). From going viral on the internet to internet celebrity economy: Logic of generation and evolution process. Sociological Review, 6(05), 13-27.
Cite this article
Tian,Y. (2024). Image Construction and Communication Mechanism of Internet Celebrity Products from the Perspective of Media Pilgrimage. Communications in Humanities Research,37,14-19.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 3rd International Conference on Literature, Language, and Culture Development
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).