Leveraging Star Power : The Impact of Celebrity Endorsements on Digital Advertising and Brand Promotion in the Chinese Market

Over the past decades, the Internet and advertising industry in China have undergone rapid transformations. These changes have not only influenced consumer attitudes but also impacted the practice of celebrity endorsements. This research focuses on the Internet as the primary research domain, with Weibo and Taobao serving as the main platforms for studying the effects of various levels of celebrity endorsements on brands and consumer attitudes. Employing a quantitative research method and content analysis, this study summarizes, classifies, and examines online comments. The findings reveal that second-tier celebrities possess greater commercial value for brands compared to other tiers. Additionally, consumers are more inclined to accept advertisements featuring celebrity endorsements online. Consequently, engaging celebrities proves profitable for brands aiming to enhance product promotion and brand awareness. This study also elucidates the recent attitudes of Chinese citizens towards online advertising, providing foundational insights for the evolution of advertising in the new era. It offers strategic recommendations to companies and advertisers regarding the optimal levels of celebrity endorsements to engage.