Popularity or Reputation? The Role of Endorsement on Product Sale

This article reports the results of secondary data collection on the impact of non-physical characteristics of Chinese celebrities on the sales of endorsed products. Specifically, the article focuses on the impact of celebrities' popularity - the number of Weibo followers, the number of Weibo fans, and Weibo discussion volume - and reputation on the sales of endorsed products. The results presented indicate that popularity and reputation are related to the sales volume of the endorsed products. The results presented indicate that both popularity and reputation are positively correlated with sales of endorsed products. Specifically, celebrities' popularity has a stronger correlation with sales of endorsed products than their reputation, with discussion volume on Weibo having a stronger relationship with sales of endorsed products.