Communications in Humanities Research ISSN: 2753-7072
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Research Article

Analysis of the Economic Model of Influencer Marketing in Social Media: The Case of Douyin

Qianwen JiaKings College London*

* Corresponding author: [email protected]

Abstract

With the rapid growth of social media platforms, the number of influencers has proliferated. Influencers have become a key link between brands and consumers. Through their personal identities or social accounts, influencers use their influence to promote products or services for brands, and this Netflix economy model has been widely used in various industries. This paper aims to explore the specific forms of influencer marketing and analyse its application in different fields, focusing on the positive and negative impacts on brands and consumers. It has been observed that influencers across various sectors have implemented unique marketing strategies that can significantly enhance brand visibility and foster consumer confidence. However, issues such as false promotions and inappropriate personal remarks by influencers may also have negative impacts. In light of these findings, this study advocates for brands to exercise greater discernment in their partner selection and to motivate influencers to uphold authenticity in their promotional activities. The research significance of this paper lies in the fact that through the in-depth analysis of influencer marketing, it provides a reference for brands to optimise their social media marketing strategies, as well as a basis for further research on influencer marketing in different fields.

Keywords: Netflix economy; social media; douyin; influencer marketing theory; advertising.
Published: November 29, 2024
DOI: 10.54254/2753-7064/63/20242554
Volume: CHR Vol.63
pp. 42-47
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