Internet Celebrity Economy and College Students' Consumption Behavior

Abstract

The "Internet celebrity economy" is a flourishing business model within the digital economy that began to emerge around 2015. Stimulated by the ever-expanding Internet-driven economy, this influencer marketing-based strategy exhibits significant resilience across social media platforms. Engaging with numerous niche markets, the "Internet celebrity economy" persists, attracting various sizable investment opportunities and leaving a lasting impact on the present market for the next generation to inherit. Among the most notable emerging demographics who are sensitive to new things, university students have played a substantial role in propelling the "Internet celebrity economy" forward. Their consumption behavior, however, is influenced by a multitude of intangible factors and marketing strategies. This comprehensive paper provides an in-depth exploration of the concept of Internet celebrities, talk about the evolution of the Internet celebrity economy, analyze its unique business model, draw comparisons with traditional advertising strategies, delve into the intricate relationship between college students and Internet celebrities, discuss positive and negatives effects behind Internet celebrity economy, and finally, proposing potential solutions to address prevailing issues in the online business industry.