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