Celebrity Media Effects: the Power of the Stars

Abstract

With the gradual popularization of the Internet and the types of media increasing, the appeal of a variety of stars - who are in a series of TV shows, in all kinds of movies, or singing and composing songs - is also increasing. The Internet has made their works more widely available, which means their influence on the public has expanded, resulting in gaining a large number of "fans". The savvy commercial companies seize the opportunity and hire those celebrities to endorse their products, hoping to utilize the "star effect" to turn fans into consumers of their products. Based on the concepts of "star effect" and "precision marketing", this paper explores the relationship among stars, fans and commercial companies by analyzing relevant cases. The research finds that stars may not always bring positive feedback to commercial companies, stars' fans may not always bring positive benefits to commercial companies, and commercial companies may not recover the cost of hiring stars from their fans. that is to say, "star effect" is not the inevitable result of celebrity endorsement.