| Summary: | 碩士 === 國立高雄科技大學 === 行銷與流通管理系 === 107 === In recent years, with the development of smart phones and the popularity of 4G, community platforms have also prosperity. The community media has changed the unit broadcast to the traditional media, and many people are eager to show themselves and interact with others on the Internet. In this situation, the network began to play on various platforms, and constantly increased its own fans group and influence power. After the prosperity of the Internet economy, many businessmen hope to help promote their products through the Internet, so they cooperate with the Internet celebrity. Many academic studies have also begun to discuss the effectiveness of the Internet as a spokesman.
In this study, I will explore the source of the power of the internet celebrity influence from a new angle. I will study the source of the power of the internet celebrity and the influence for the fans from a new point of view, and I will study the source of the power of the internet celebrity to the influence of the fans from a new point of view. Based on ELM theory, the usefulness of information, brand identity and brand loyalty extend out of this research framework.
503 valid papers were recovered in the study. first, it was found that the quality of the investment message and the credibility of the source (internet celebrity) had a significant impact on the usefulness of the information; Second, the credibility of the source (internet celebrity) and the usefulness of information have a significant impact on brand perception; Third, the usefulness of information and brand recognition have a significant impact on brand loyalty. Finally, based on the results of the research and analysis, the relevant conclusions, the limitations of this study, and the future research directions and recommendations in the academic field are put forward. It is hoped that the results of this study can be used as a reference for those who want to use the network celebrity to help marketing.
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