Finding the Key Factors of Successful Personal Brand of Internet Celebrities

Abstract

Although social media marketing is a pretty fledgling marvel, it develops into comprehensive and independent commerce. It fulfills the possibility of marketing much easier and faster than traditional methods. With the development of social media, internet celebrities emerge as an essential role in social media marketing. The research purpose of this study is to explore and find the critical factors of the successful personal brand of internet celebrities by taking the Russian social media market as an example. This study employed a survey method to conduct quantitative research through an online questionnaire. According to the analysis of the 203 responses from Russian-speaking people, the research results show that gender, age, education, and occupation will influence fewer factors than other demographic features. In addition, attitude and brand will also be affected by fewer demographic features than other factors be. This implies that internet celebrities should perform segment marketing to people in different geographies by their concerns. Furthermore, according to the weighted importance, the brand will be affected by attitude, personality, and value in ascending order. It reveals that perceived value is the most critical factor among the others and earns widespread respect. That means internet celebrities have to pay more attention to audiences' perceived value and formulate appropriate strategies to increase their value to the public.