A Preliminary Study on How Instagram Internet Celebrity Chooses To Use Endorsement Products

• Main Authors: LING-YU-YU, 林宥榆
• Other Authors: Meng Yu Cheng
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/p8ge2b

碩士 === 逢甲大學 === 企業管理學系 === 107 === With the popularity of Internet and smart phones, it is easier to upload text, photos and movies using mobile phones or tablets. Through these ways, people can share their daily life more easily. Relatively speaking, with the vigorous development of the Internet generation, more people can watch articles or movies published by others anytime and anywhere by mobile phones. These articles and movies can be uploaded in a short time. Through sharing or collecting to achieve high exposure and wide access. Jean Baudrillard, a French social philosopher said : once asserted that the future world will be a world of information overload and scarce significance. In this new era of the rise of the Internet, we receive all kinds of information through social networking sites and video-citation software every day. It is not difficult to find that the Internet always brings a wave of upsurge, which sweeps the Internet upsurge and will fade with the tide of time. But "Internet Redstart" will always exist, because Internet Redstart is the product of this information explosion era, and there are idols in everyone's growth stage. When the media can no longer provide entertainment needs that meet the expectations of the heart, Internet Redstards who are close to our lives speak a language closer to our lives, and it is difficult to disseminate traditional opinions that resonate with the strong sense of distance. People are making their sense of belonging more cordial. With the rapid spread of the Internet, the popularity of social media information has been promoted. Consumers have also tried to use the Internet to find commodity information. They have even browsed the experience of other users, compared with similar products of other users, and then they will share their experience and effect on the Internet when they choose to buy. In the online world, the characteristics of each internet celebrity and the way to introduce or even present goods are different. The characteristics emitted will directly affect the consumer's willingness to consume. It is not difficult to find that the trust of fans in net-red is directly reflected in whether consumers have a significant willingness to buy, and the suitability and even sales of net-red to the products recommended by them can also be found. There is a great correlation between the degree, but also can be found according to the age of consumers pay attention to the characteristics of the Internet red are different. In this study, focus interviews were used to investigate the famous Internet celebrities, and the differences among the four Internet celebrities were analyzed and compared to understand the relationship between the Internet Celebrities and the choice of manufacturers.