Actions for Internet celebrities in China : who will be the next influencer?

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Internet celebrities in China : who will be the next influencer? / Hongxing Cao and Yue Ma.

Author
Cao, Hongxing, active 2023
Published
London : SAGE Publications: SAGE Business Cases Originals, 2023.
Physical Description
1 online resource : illustrations
Additional Creators
Ma, Yue, active 2023
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Summary
From an earlier stage of e-commerce industry in China, many diversified Internet celebrities have played an increasingly important role in the marketing practice of companies. However, an Internet celebrity can become famous overnight but can also sink without a trace in seconds. Eve Zhang, once one of the top Internet celebrities in 2016, had to disappear after 2020 because of a scandal. This case focuses on the process of her personal image-building at different stages of the Chinese E-commerce industry. Besides Multi-Channel Network (MCN), GenZ and other scandals related to Internet celebrities in China are also explored. The case aims to help students understand the concepts of Internet celebrity as well as influencer marketing and the business model. How did Eve Zhang succeed and fail? What should have attention paid to it, if newcomers are eager to be the next influencers? Why and how should Internet celebrities manage their brand in the Chinese market?
Subject(s)
ISBN
9781529618747 : (ebook)
View MARC record | catkey: 47383370