Research on the Influencing Factors of Chinese Internet Celebrity Live Streaming Sales Based on Self-Media Marketing

Abstract

The Digital Age has created the rise of Internet celebrities and live streaming sales. With rapid information dissemination and personalized digital technologies, aspiring influencers can easily gain popularity and attract followers. Platforms like TikTok have established a symbiotic industry model where merchants promote products, streamers engage audiences, and fans shop in real time. This paper will focus on the influence of Chinese internet celebrities’ live streams by analyzing their marketing strategies. This study collected and analyzed data from surveys while observing and analyzing different types of influencers on the Chinese TikTok platform. The conclusion drawn is that, within the live-streaming sales industry chain, influencers employ a variety of marketing strategies that benefit society, the platform, companies, fans, and the influencers themselves. However, live-streaming sales can also have negative impacts on individuals, whether they are influencers or fans. People need to make cautious choices and take appropriate actions to maximize the benefits of live-streaming sales for the world while minimizing the negative impacts, thus making reasonable use of resources in the digital age.