The Influence of Internet Celebrity Women Clothing Brand Content Marketing on Consumer Purchase Intention in Southwest China

Qinling Yang


With the rapid development of the Internet, the Internet celebrity economy has gradually formed, and the Internet celebrity brand has become an important part of e-commerce. This research attempted to study the relationship between the content
marketing of Internet celebrity brands and consumers’ purchase intentions and provide a series of marketing strategies for the longterm development of Internet celebrity brands. The three research objectives of this study were to investigate the content marketing
of internet celebrity women’s clothing brands affecting purchase intention in Southwest China, to analyze the influencing factors
of instrumental interaction, interpersonal interaction, information content, entertainment content, emotional content, and product
involvement relating to customer purchase intention.


Internet Celebrity; Content Marketing; Customer Intention

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DOI: http://dx.doi.org/10.18282/l-e.v10i6.2819


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