• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2024 > Volume 12 Number 4 (2024) >
JOEBM 2024 Vol.12(4): 403-408
DOI: 10.18178/joebm.2024.12.4.829

The Power of Fame: Evaluating Celebrity Endorsements in China’s Digital Marketplace

Hai Zou
Shanghai Pudong Dongding Foreign Language School, Shanghai, China
Email: zh_123123@qq.com (H.Z.)

Manuscript received August 19, 2024; revised September 22, 2024; accepted October 21, 2024; published November 19, 2024.

Abstract—This study delves into the burgeoning phenomenon of celebrity endorsements in China’s rapidly evolving entertainment and e-commerce landscape. The primary focus is to assess the impact of such endorsements on the sales and revenues of Chinese companies, with a special emphasis on the role of live streaming as a contemporary marketing tool. Through a comprehensive literature review, the paper discusses the historical development, theoretical models, and economic implications of celebrity endorsements. The research highlights the dual nature of these endorsements: while they significantly enhance brand visibility, consumer engagement, and profitability, they also entail notable risks, including high costs and potential damage to brand reputation due to celebrities’ personal controversies. Furthermore, the study explores the emergence of e-commerce live streaming as an innovative marketing strategy, providing insights into its effectiveness as a complement or alternative to traditional celebrity endorsements. The findings of this study contribute to a deeper understanding of celebrity endorsements in the Chinese market and offer strategic implications for marketing in an era dominated by digital and social media influence.

Keywords—celebrity endorsement, Chinese market, E-commerce live streaming

Cite: Hai Zou, "The Power of Fame: Evaluating Celebrity Endorsements in China’s Digital Marketplace," Journal of Economics, Business and Management, vol. 12, no. 4, pp. 403-408, 2024.

Copyright © 2024 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 

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