The Impact of Internet Celebrity Economy on College Students’ Consumption Behavior in Cosmetics Market in Sichuan

Yun Gong


In recent years, with the advancement of Internet technology and the improvement of material living standards, Internet
celebrities, as a unique social and cultural phenomenon, has become various influences on the consumption behavior of teenagers,
especially college students. This topic focused on college students in Sichuan and discussed the influence of the Internet celebrity
economy on college students’ consumption behavior in cosmetics. The research objectives consisted of exploring influencing
factors for college student consumption intention, investigating the functionality of internet celebrities in promoting cosmetic
products, and comparing the development of the internet celebrity economy in the cosmetics market.


Internet Celebrity Economy; Consumption Behaviour; Cosmetics Market

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DOI: http://dx.doi.org/10.18282/l-e.v10i6.2835


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