Mkt4229 Marketing Consumer Behaviour Assessment Answer

Internet celebrities and internet celebrity economy have achieved an extreme expansion in popularity and become the most frequent topic in China. According to China Daily ( Sep, 2016), the market size of internet celebrity economy has been larger than the box office in 2016.

What is a “Chinese Internet Celebrity?”

Chinese internet celebrities, known as “Wang Hong(网红)”, are people who have become famous on Chinese social media and online communities especially those who have the abilities to advance their internet traffic to real cash. Internet celebrity economy means the business chain of internet celebrities which includes incubators and agents, support teams and platforms, online marketing strategies as well as product selling methods.



Task:
You are required to do a simple qualitative research on the potential development of internet celebrity economy in Malaysia.

Report format:
1.Background of internet celebrity economy in Malaysia
2.Problem statement – example: is there a need of internet celebrity economy in Malaysia? Any potential of development ….
3.Literature review – summarize at least 5 academic journals on the topic.
4.Using ONE (1) supporting consumer behavior model, discuss how internet celebrity economy may be effective in Malaysia.
5.Provide FOUR (4) recommendations how an industry (choose any industry of your choice, other than cosmetic and fashion industry) could make use of internet celebrity economy in the business and future research.