A Study on the Influence of Star Effect and Fan Economy on Commercial Brands from the Perspective of New Economy

Abstract

This article studies the new economy and celebrity effect, as well as the fan economy, also known as the entertainment economy. Fans have developed a mentality of following celebrities due to their own reasons and external influences, and a series of problems have also emerged. Offline activities promote short-term economic benefits, enhance the economic benefits of offline event venues, while satisfying the psychology of fans and promoting the profit development of brokerage companies. Brokerage companies often produce products related to artists themselves to satisfy fans and earn profits. The relationship between brand management and celebrity effect is becoming increasingly close. The influence of celebrity effect is increasing, and celebrity endorsement has become a common means of brand promotion. Positive effects can even help brands enhance visibility, but celebrity endorsements still have negative effects, and using celebrity endorsements requires bearing the negative impact of the artist. Brands that overly focus on celebrity effects may gain short-term benefits but may lose long-term development.