Research On The Application And Influence Of Social Media Star Endorsement In Brand Communication

In recent years,many celebrities with huge followings,also called social media stars have appeared in China.They have a large number of fans,and have great influence and business value.More and more brands tend to choose them as their advertising endorser,and interact with the star fans in various forms,trying to transform the star fans into brand fans,in order to achieve better brand communication effect.Compared with ordinary consumers,fans are crazy about idols,and have extraordinary investment in time,money and emotion,which leads to amazing sales figures.However,whether the social media stars can bring ideal effect and how to understand the effect of the stars is a question worthy of consideration.The thesis uses the research methods of case analysis method,questionnaire survey and in-depth interview,summarize the characteristics and trends of social media star endorsement,discusses the way of brand communication by using social media stars,explores the multiple influences of social media stars endorsement on brand communication,and gives corresponding strategies and suggestions on how to achieve better endorsement effect.It is found that when using social media stars for brand communication,the participants become more diverse,the narrative characteristics and forms of communication content have changed,and the channels involved are more diverse.In terms of impact,social media star endorsement can improve brand awareness and stimulate fans' willingness to consume and share,but fans' loyalty is not high and may be resisted by ordinary consumers.In addition,fans still attach great importance to the functionality and price of the products when they buy the products.Therefore,the brand should actively maintain the relationship with advertising endorsers and their fans,and pay attention to quality of its own products and other communication channels.This thesis puts fan economy into the perspective of brand communication,enriching the research field of endorsement effect,and provides some reference significance for using the traffic star spokesperson to carry out brand communication strategy,in order to be helpful for the more effective promotion of star fans consumption in the future practice.