RESEARCH ON THE BOOSTING MECHANISM OF STAR EFFECT ON BRAND CO-BRANDED COMMUNICATION IN THE NEW MEDIA ENVIRONMENT

This article focuses on the new media environment and deeply analyzes the boosting mechanism of the star effect on brand co-branded communication. By means of theoretical analysis, this paper expounds the influence of characteristics such as the attractiveness and credibility of celebrities on consumers' cognition, attitude and purchase intention through social media, constructs an action path model, and explores the differences and adjustment mechanisms of the celebrity effect under different cultures and platforms, providing theoretical support and practical guidance for brand new media co-branded marketing.