网红、粉丝与市场营销.PDFVIP

网红、粉丝与市场营销 中国网红经济特色初探 Influencer, Fans, and Marketing: Chinese Influencer Economy Characteristics Presented in Partial Fulfillment of the Requirements for the Degree Master of Arts on the Graduate School of The Ohio State University By Erin Lucas, B.A. Graduate Program in East Asian Languages and Literatures The Ohio State University Spring 2020 Thesis Committee: Xiaobin Jian, Advisor Galal Walker Copyright by Erin Christina Lucas 2020 Abstract The concept of a profitable online influencer economy has developed rapidly over the last five to ten years. From the first social media platforms, rise to ‘internet fame’ isn’t an uncommon phenomenon, but more and more people who have captured internet fame have started to turn into profitable avenues for businesses to take advantage of – they’ve become a great way to not only market products but also to grow the fan base for a company. Additionally, these influencers are able to make a profit for themselves, creating a whole new kind of business and economy – influencer economy. Internet culture isn’t locked by geography, thus allowing many new opportunities for brands as they branch out into online markets. Both the West and the East have started to develop their influencer economies into what they are today. This thesis examines the current state of online influencer economy as well as various success stories of this growing economy. Focusing on the Chinese influencer economy, an extensive survey was conducted to gather data from average Chinese consumers. A close re