From broadcasting to narrowcasting to ‘mycasting’: a newfound celebrity in queer Internet communities

Young, Greg

doi:10.1080/1030431032000180996

Cited by 9 publications

(2 citation statements)

References 10 publications

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“…Internet celebrities narrowcast customized content to viewers, which meets the specific interests of target consumers (Young, 2004). Second, internet celebrities are more closely connected with their audience because of their intensive use of social media (Rasmussen, 2018).…”

Section: The Impact Of Opinion Leader On Sales and Celebrity Endorsement Effectmentioning

confidence: 99%

Content marketing in e-commerce platforms in the internet celebrity economy

Geng

Wang

Chen

et al. 2020

IMDS

129

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Purpose With the popularity of social media and, recently, live streaming, internet celebrity endorsements have become a prevalent approach to content marketing for e-commerce sellers. Despite the widespread use of social media and online communities, empirical studies investigating the economic value of user-generated content (UGC) and marketer-generated content (MGC) still lag behind. The purpose of this paper is to contribute both theoretically and practically to capture both first-order effects and second-order effects of internet celebrity endorsements on marketing outcomes in an e-commerce context. Design/methodology/approach This study conducts a cross-sectional regression to evaluate the economic value of internet celebrity endorsement, and a panel vector autoregressive model is adopted to examine the relationship between celebrities’ and consumers’ content marketing behaviors and e-commerce sales performance. The authors also adopt look-ahead propensity-score matching technique to correct for selection bias. Findings The empirical results show that the content generation efforts of marketers and the interaction behaviors between marketers and consumers will significantly influence the e-commerce sales, which refers to the first-order effects of internet celebrity endorsement. Moreover, interactions within the fan community exert second-order effects of content marketing on sales performance. Originality/value This paper provides new insights for e-commerce retailers to evaluate the economic values of internet celebrity endorsement, a new content marketing practice in e-commerce platform.

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