An Empirical Study On The Influence Of Internet Celebrity Endorser On Brand Relationship Quality From The Perspective Of Para-social Relationship

Social media and mobile Internet has changed the habit of consumers' access and dissemination of information,which has also bred the commerce of Internet celebrities.The essence of Internet celebrity endorsement is to use its influence to prompt consumers to follow,buy or recommend the brand.With the continuous expansion of Internet celebrities' quantity and appearance frequency,the influence of Internet celebrity continues to expand and shows great potential business value.However,in the development process of Internet celebrities' marketing,there are practical problems such as the disbalance between value and price and theoretical problems such as the lack of guidance and empirical support.Therefore,this paper conducts a quantitative study on the mechanism and effect of Internet celebrity endorsement.Based on the S-O-R framework and the previous research results,this paper links Internet celebrity influence and brand relationship quality through the para-social relationship theory,and introduces introverted personality traits as the moderating variable to construct the research model of this paper.By means of questionnaire survey,this paper attempts to reveal the internal mechanism of Internet celebrity influence on consumers and solve the following problems:(1)What influence dimension does Internet celebrity endorsor have on consumers;(2)Can the influence of Internet celebrity endorsor influence the brand relationship of consumers and how to evaluate;(3)The para-social relationship between consumers and Internet celebrity is closely related to the influence of Internet celebrity.Can the influence of Internet celebrity endorsor affect the brand relationship quality through para-social relationship;(4)Consumers are individuals with initiative and enthusiasm,and if their personality variables can affect the mechanism of Internet celebrity endorsor.In this study,SPSS and AMOS were used to analyze the data of the effective samples collected by the questionnaire survey,and the following conclusions were drawn:(1)The influence of Internet celebrity endorsor can be divided into three variables: information,emotion and value;(2)The influence of Internet celebrity endorsor has a positive effect on the brand relationship quality of consumers;(3)Para-social relationship has a mediating effect between the influence of Internet celebrity endorsor and the brand relationship quality with consumers;(4)Consumers' introverted personality traits play a moderating role between the influence of Internet celebrity endorser and brand relationship quality and in the first half of the mediating effect of para-social relationship;(5)With the enhancement of extroverted personality and the weakening of introverted personality,the influence of Internet celebrity endorsor on the brand relationship quality can be strengthened through para-social relationship.At last,this paper proposes strategic suggestions on how to select a proper Internet celebrity endorsor of brands and their ways of cooperation.On one hand,I hope to enrich the perspective of Internet celebrity research and supply empirical study.On the other hand,this paper optimize the efficiency of Internet celebrity endorsement in practice and enhance the brand relationship of consumers,in order to achieve win-win marketing objectives.