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网红, 粉丝与市场营销: 中国网红经济特色初探 Influencer, Fans, and Marketing: Chinese Influencer Economy Characteristics

Lucas, Erin Christina
http://rave.ohiolink.edu/etdc/view?acc_num=osu158698893801073

Abstract Details

2020, Master of Arts, Ohio State University, East Asian Languages and Literatures.
The concept of a profitable online influencer economy has developed rapidly over the last five to ten years. From the first social media platforms, rise to `internet fame’ isn’t an uncommon phenomenon, but more and more people who have captured internet fame have started to turn into profitable avenues for businesses to take advantage of – they’ve become a great way to not only market products but also to grow the fan base for a company. Additionally, these influencers are able to make a profit for themselves, creating a whole new kind of business and economy – influencer economy. Internet culture isn’t locked by geography, thus allowing many new opportunities for brands as they branch out into online markets. Both the West and the East have started to develop their influencer economies into what they are today. This thesis examines the current state of online influencer economy as well as various success stories of this growing economy. Focusing on the Chinese influencer economy, an extensive survey was conducted to gather data from average Chinese consumers. A close reading of the survey results provides us opportunities to have a more realistic understanding of the influencer economy model in China and to have a more informed prediction of its future trends. Using this survey method in addition to other research allows for the creation of a more in-depth analysis of various topics that fall under the umbrella of influencer economy. Finally, this paper examines the differences between the current Western influencer economy and the Eastern influencer economy set up and tries to propose methods for these markets to interact and grow. Although internet culture isn’t locked by geography, there are instances in which understanding the cultures of another country greatly play a part in how successful a business can be.
Xiaobin Jian (Committee Co-Chair)
Galal Walker (Committee Co-Chair)
60 p.
Business Community; Marketing
Influencer; Influencer Economy; Fan Economy; Online Marketing

Recommended Citations

Citations

  • Lucas, E. C. (2020). 网红, 粉丝与市场营销: 中国网红经济特色初探 Influencer, Fans, and Marketing: Chinese Influencer Economy Characteristics [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu158698893801073

    APA Style (7th edition)

  • Lucas, Erin. 网红, 粉丝与市场营销: 中国网红经济特色初探 Influencer, Fans, and Marketing: Chinese Influencer Economy Characteristics. 2020. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu158698893801073.

    MLA Style (8th edition)

  • Lucas, Erin. "网红, 粉丝与市场营销: 中国网红经济特色初探 Influencer, Fans, and Marketing: Chinese Influencer Economy Characteristics." Master's thesis, Ohio State University, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=osu158698893801073

    Chicago Manual of Style (17th edition)

osu158698893801073
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© 2020, some rights reserved.Creative Commons License 网红, 粉丝与市场营销: 中国网红经济特色初探 Influencer, Fans, and Marketing: Chinese Influencer Economy Characteristics by Erin Christina Lucas is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. Based on a work at etd.ohiolink.edu.
This open access ETD is published by The Ohio State University and OhioLINK.