Research on Optimization of Live Streaming Marketing Strategy from the Perspective of Internet Celebrity Economy

Abstract

Benefiting from the rapid development of short video and live streaming platforms, live streaming marketing has become a new form of online shopping, and in a few years, it has developed into one of the most attractive monetizing modes in the current Internet industry, making many influencers, celebrities and even the self-employed devote themselves to it in order to earn high returns. Based on the Internet celebrity economy, this paper analyzes the current development of live streaming marketing and the reasons for its rise, and proposes corresponding optimization strategies targeted at the existing problems, hoping to promote the sustainable and healthy development of live streaming marketing online.