Research On The Influencing Factors Of Fans’ Enthusiasm Of C Online Celebrity Brand

One of the biggest advantages of the online red brand is to gather fans in a short time through the operation of social media content,and form a trend of popularity.Fans enthusiasm is a new marketing phenomenon in the Internet environment.Many new Internet companies have realized brand growth rapidly by stimulating fans enthusiasm.At present,there are many researches on fans enthusiasm,but how does enthusiasm for fans of the Internet red brand produce?Which factors can be concluded to influence fans enthusiasm research is relatively lack.This study is of great theoretical and practical significance to study the enthusiasm promotion strategy of fans of the red brand of CNN.Based on fan enthusiasm model,this study studies the influencing factors of fans enthusiasm,which are cultural value symbols,fans’ sensibility,external coordination and internal support as independent variables,and fan enthusiasm as dependent variables.The research model and scale of this study were established based on literature review.The questionnaire was distributed and recovered online after the scale was revised by using the pre-test data.Based on the questionnaire data,the reliability test,descriptive statistics,correlation analysis and regression analysis of the influence degree of various factors are carried out respectively.The following conclusions are obtained:(1)Cultural symbol value: the existing research at home and abroad has proved that cultural symbol value has a positive effect on fans enthusiasm.Through the analysis of the relevant data obtained from the brand enterprises of red milk tea on the c net,fans’ cognition and recognition have positive effect on fans enthusiasm,and tea color can obtain the emotional identity of young people with traditional culture.(2)Internal support factors: the effect of internal support on fans enthusiasm is more important,and the results show that the internal support has a significant impact on fans enthusiasm.(3)External coordination factors: through the analysis,we can see that the positive effect of external coordination on fans enthusiasm is greater than internal support,external coordination is divided into two main means,which are self marketing and collaborative marketing,self marketing is the direct promotion of fans enthusiasm,and collaborative marketing is the indirect promotion of fans enthusiasm.(4)Fan sensibility: from the analysis results,the positive effect of fan sensibility on fans enthusiasm is the greatest.The stimulation of fans by tea color and the public attributes of fans in the milk tea industry play a role.The remarkable fan characteristics can give better feedback mechanism to tea color,so as to help them to grasp the direction of stimulation force of milk tea brand,Efficient and convenient information transmission to fans.The conclusion of this paper can not only provide some effective methods for the marketing of tea Yanyue milk tea brand,but also enhance the core competitiveness of the company brand,which has certain significance for the long-term development of tea Yanyue milk tea brand and the brand engaged in related fields.