A study of the impact of media image on the market economy, network economy, and social business operations

Abstract

The Chinese internet economy is rapidly developing while prominent bandwagon netroots have arisen on major network platforms. This paper employs textual analysis to examine the market and network economy and social merchant operations’ susceptibility to the media image of two bandwagon netroots. Following the study, the two web celebrities jump on the bandwagon and utilize the contrast between their image and gender groups, catering to their clientele and shaping their public backgrounds, beautifying their business image and narrative of personal stories, to increase the sales of their online bandwagon products.