Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Business and Policy Studies
Series Vol. 17 , 13 September 2023
Open
Access | Article
Opportunities and Challenges for Commercial Brands under Fan Economy
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Abstract
With the popularization of the Internet and a variety of social media, an increasing amount of investment was made in the market, and a new form of self-media marketing emerged. And as the market continues to grow and expand, some practitioners have become "celebrities" in this market, which we call an influencer. Different from the traditional celebrity or movie star. They are more engaged on the internet instead of offline activities through the "self-media" they mainly established by themselves. They gain financial benefits by advertising their own brand or endorsing other existing brands using their "celebrity" (or influencer) effect. The fan economy is booming because of this environment. Some companies have significantly improved their popularity, attracted lots of attention through the fan economy, and obtained huge profits. However, some negative content and value orientation in the fan economy may lead to threats to both companies and social stabilization. This paper will illustrate research on the "fan economy" in self-media marketing. Based on the analysis of different "self-media" platforms domestically and abroad. Demonstrating how companies should better seize the benefit and avoid the negative impact brought by this new economy in such an era.
Keywords
fan-economy, self-media marketing, internet marketing
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Business and Policy Studies
- ISBN (Print)
- 978-1-915371-77-5
- ISBN (Online)
- 978-1-915371-78-2
- Published Date
- 13 September 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/17/20231057
- Copyright
- 13 September 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited