Research on Marketing Strategy of Lipstick Products Endorsed by Male Celebrities on Chinese New Media Platforms

Research Article
Open access

Research on Marketing Strategy of Lipstick Products Endorsed by Male Celebrities on Chinese New Media Platforms

Rong Huang 1*
  • 1 Communication, Culture, Information and Technology, University of Toronto, Mississauga, Ontario, L5L 1C6Canada    
  • *corresponding author rongcamille.huang@mail.utoronto.ca
LNEP Vol.6
ISSN (Print): 2753-7056
ISSN (Online): 2753-7048
ISBN (Print): 978-1-915371-37-9
ISBN (Online): 978-1-915371-38-6

Abstract

The Internet's development has transformed society by making communication more efficient than ever before and creating disruptive and significant changes to the marketing model. Based on the observation that Chinese male celebrities have been frequently appearing in lipstick endorsement activities, this study provides a qualitative analysis of consumer feedback on Chinese male celebrity endorsement of lipstick on social media platforms. By observing the commercials of Guerlain's lipstick on Weibo and RED, consumers generally recognize the story and meaning constructed by the brand and its spokesperson. Results show that male celebrity's attraction and stories are significantly impacting the purchase intent. These findings contribute to the literature on celebrity endorsements, charismatic influence, and gender stereotypes.

Keywords:

Social Media, Cosmetics, Lipstick, Marketing Strategy, Celebrity Endorsement

Huang,R. (2023). Research on Marketing Strategy of Lipstick Products Endorsed by Male Celebrities on Chinese New Media Platforms. Lecture Notes in Education Psychology and Public Media,6,838-843.
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References

[1]. China Economic Net, China New Media Development Report 2020, 2020.08.05, retrieved on 2022.10.09. https://baijiahao.baidu.com/s?id=1674164370129469227&wfr=spider&for=pc.

[2]. DATAREPORTAL, Digital China 2022, 2022.02.09, retrieved on 2022.10.09. https://datareportal.com/reports/digital-2022-china.

[3]. ChinaBaoGao.com, 2021 China Lipstick Industry Analysis Report - Industry Survey and Market Opportunity Research, 2021.

[4]. L. Wang, M. DONG, Does “male beauty” really work: The impact of male endorsements on female consumers’ evaluation of female-gender-imaged product, Acta Psychologica Sinica, 2022.

[5]. M. Moraes, J. Gountas, S. Gountas, P. Sharma, Celebrity influences on consumer decision making: new insights and research direction, Journal of Marketing Management, 2019.

[6]. L. Chen, G. Chen, S. Ma, S. Wang, Idol Worship: How Does It Influence Fan Consumers’ Brand Loyalty?, Frontiers in Psychology, 2022.

[7]. L. Bergkvist, H. Hjalmarson, A. W. Mägi, A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects, Journal of Advertising, 2016.

[8]. N. Albert, L. Ambroise, P. Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements? Journal of Business Research, 2017.

[9]. S. Chung, H. Cho, Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement. Psychology & Marketing, 2017.

[10]. W. J. Brown, Examining Four Processes of Audience Involvement With Media Personae: Transportation, Parasocial Interaction, Identification, and Worship: Examining Four Processes of Audience Involvement With Media Personae, Communication Theory, 2015.

[11]. D. Aaker, D. Stayman, M. Hagerty, Warmth in advertising: measurement, impact, and sequence effects, The Journal of Consumer Research, 1986.

[12]. Grant, McCracken, “Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process.”. Journal of Consumer Research, 1989.

[13]. M. Eisend, T. Langner, Immediate and delayed advertising effects of celebrity endorsers’ attractiveness and expertise. International Journal of Advertising, 2010.

Cite this article

Huang,R. (2023). Research on Marketing Strategy of Lipstick Products Endorsed by Male Celebrities on Chinese New Media Platforms. Lecture Notes in Education Psychology and Public Media,6,838-843.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the International Conference on Interdisciplinary Humanities and Communication Studies (ICIHCS 2022), Part 5

ISBN：978-1-915371-37-9(Print) / 978-1-915371-38-6(Online)
Editor：Muhammad Idrees, Matilde Lafuente-Lechuga
Conference website: https://www.icihcs.org/
Conference date: 18 December 2022
Series: Lecture Notes in Education Psychology and Public Media
Volume number: Vol.6
ISSN：2753-7048(Print) / 2753-7056(Online)

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References

[1]. China Economic Net, China New Media Development Report 2020, 2020.08.05, retrieved on 2022.10.09. https://baijiahao.baidu.com/s?id=1674164370129469227&wfr=spider&for=pc.

[2]. DATAREPORTAL, Digital China 2022, 2022.02.09, retrieved on 2022.10.09. https://datareportal.com/reports/digital-2022-china.

[3]. ChinaBaoGao.com, 2021 China Lipstick Industry Analysis Report - Industry Survey and Market Opportunity Research, 2021.

[4]. L. Wang, M. DONG, Does “male beauty” really work: The impact of male endorsements on female consumers’ evaluation of female-gender-imaged product, Acta Psychologica Sinica, 2022.

[5]. M. Moraes, J. Gountas, S. Gountas, P. Sharma, Celebrity influences on consumer decision making: new insights and research direction, Journal of Marketing Management, 2019.

[6]. L. Chen, G. Chen, S. Ma, S. Wang, Idol Worship: How Does It Influence Fan Consumers’ Brand Loyalty?, Frontiers in Psychology, 2022.

[7]. L. Bergkvist, H. Hjalmarson, A. W. Mägi, A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects, Journal of Advertising, 2016.

[8]. N. Albert, L. Ambroise, P. Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements? Journal of Business Research, 2017.

[9]. S. Chung, H. Cho, Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement. Psychology & Marketing, 2017.

[10]. W. J. Brown, Examining Four Processes of Audience Involvement With Media Personae: Transportation, Parasocial Interaction, Identification, and Worship: Examining Four Processes of Audience Involvement With Media Personae, Communication Theory, 2015.

[11]. D. Aaker, D. Stayman, M. Hagerty, Warmth in advertising: measurement, impact, and sequence effects, The Journal of Consumer Research, 1986.

[12]. Grant, McCracken, “Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process.”. Journal of Consumer Research, 1989.

[13]. M. Eisend, T. Langner, Immediate and delayed advertising effects of celebrity endorsers’ attractiveness and expertise. International Journal of Advertising, 2010.

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