The evaluation of marketing of Internet celebrity for fashion industry: evidence from Douyin and Xiaohongshu

Abstract

Contemporarily, internet celebrity has become one of the hottest social phenomena. This paper discusses the impact of Internet Celebrity marketing on the trending industry in today's era of rapid Internet development and the popularity of short videos. The impact on the trending industry is reflected by the introduction of Douyin and Xiaohongshu platforms, and demonstrated by the development stage of Internet Celebrity marketing and the impact of COVID-19 on the Internet Celebrity economy. Ultimately, one can learn that the development of Internet Celebrity economy marketing has a boosting effect on the trendy market. According to the analysis, it has improved the current trendy concept of people, especially the young people in Z-era, hence they can accept more diversified as well as more fresh things. Although the popularity of the Internet can lead to some false values, it is generally manageable and has a positive effect on the trend market. These results shed light on guiding further exploration of economy of internet celebrity.