The Communication Effect and Influence of Internet Celebrity Economy in the New Media Era

With the development of the Internet media era, people no longer adhere to traditional media marketing methods, short videos as the largest form of content production have greatly promoted the development of the Internet celebrity economy, but also let many Internet celebrities find a new situation to make money. This study discusses how the Internet celebrity economy spreads and influences peoples daily lives in the new media era. The study proposed the use of the literature research method, through the literature reading and research, through the establishment of the network platform, it explores the development of the economy and the exploration of new shopping models by using different ways of live streaming to sell goods. This study concludes that Internet celebrities receive advertisements through their own traffic and the number of fans, and promote the advertised products to consumers in the video, so as to achieve the benefits generated by both sellers and consumers.