The Influential Factors of Celebrity on People's Attention and Participation in the Charity Activity

Ruihua Yang ()
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Ruihua Yang: Beijing No. 35 Middle School International Department 1

A chapter in Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), 2022, pp 210-215 from Springer

Abstract: Abstract In China, a society with a developed Internet, celebrities or stars with high salaries and high status should help people with lower living standards and the ability to call for more people to participate. Starting from the research question of whether the participation of stars in charity activity advertising will attract more people, this paper used qualitative analysis to study the advantages, disadvantages, external opportunities, and threats of stars participating in charity activity advertising by referring to the star effect theory. Using the celebrity endorsement effect to show consumers a familiar face, stimulate consumers’ interest and successfully attract consumers’ attention and purchase desire. Through this strategy, marketers also increased the value of their brands, which has a positive impact on consumers’ buying behaviour. Celebrity endorsement is an effective means of advertising since most people have their own favourite idols. They would like to follow their idols, so this strategy is employed by the brand managers to promote their product. The conclusion is that the participation of stars can indeed stimulate the passion of the masses and attract more people's attention, however, the contract needs to be carefully drawn up before the brand and the star reaches cooperation because the negative news about the star will affect the development of the public welfare brand.

Keywords: Celebrity; Charity Activity; Public welfare; Celebrity endorsement (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-036-7_31

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DOI: 10.2991/978-94-6463-036-7_31

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