A Study on the Strategy of Chinese Video Software Live E-commerce Playing the Celebrity Effect

Abstract

After the boom period of live e-commerce, many anchors have encountered unprecedented development bottlenecks. Many of them tried but failed to use various innovative forms and methods to promote further sales. This has led some of them to reminisce about the traditional methods of utilizing celebrity effects to increase sales. Whether or not this traditional way of publicizing can be revitalized in new situations has become a question that media professionals are widely concerned about and are actively exploring. This research is intended to study the strategy of rational use of celebrity effect in the current stage of the development of live e-commerce in the Chinese market, which may become the key to break the situation at this stage. The findings show that celebrity effect can play a big role in breaking through the development bottleneck of todays live e-commerce, in which middle-aged female celebrities are the most suitable candidates. In addition, digital celebrities as an emerging element in live e-commerce may also bring new growth points.