Whether Sports Stars Promote the Commercial Value of Short-video Social Media Platform: A Study of Social Media
Abstract
In recent years, social media, especially short-video platforms, can easily catch the public’s attention. The media’s publicity is essential in promoting sports stars’ popularity and commercial value. During the rise of short-video social media platforms, their commercial value has caught more and more attention. The combination of sports stars, sports events, and social media makes commercial information highly disseminated. When entertainment stars repeatedly go against their public persona and the “Clear Action” focuses on the ecological rectification of the entertainment circle, businesses are more cautious in assessing the risks behind the commercial value of celebrity spokesmen. With the increased popularity of sports events, sports stars have come to the front of the marketing stage and become an alternative to entertainment stars. This study analyzes the commercial behaviors of sports stars on short-video platforms. By participating in commercial activities on short video platforms, sports stars will promote the development of the commercial value of short-video social media platforms. Sports stars make videos or live streams on short-video social media platforms, contributing to mutual benefit. Sports stars will develop their social image and make financial gains. For short-video social media platforms, their content structure will be enriched. Businesses will transfer the focus to a short video platform to get enough exposure.
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