Exploring the Marketing Risks and Countermeasures of the Internet Celebrity Economy

With the rapid rise of social media such as short videos and live streaming, the group known as “Internet celebrities” has grown rapidly and played a direct role in promoting the formation of the “Internet celebrity economy” in the digital age. This has brought significant challenges and impacts to the traditional economic operating environment, while also resulting in problems such as uneven product quality, frequent intellectual property infringement, and increasing wealth disparity. This study conducts a case analysis focusing on three real-life examples of Internet celebrities, analyzing the positive and negative effects of the current Internet celebrity economy, and examining the reasons for existing problems such as inadequate market regulation, insufficient quality control of Internet celebrities, incomplete legal regulations concerning intellectual property rights, and excessive attention resulting from high Internet celebrity income. Finally, this study proposes corresponding strategies to guide the healthy development of the Internet celebrity economy, including strengthening online market regulation, refining relevant laws and regulations surrounding copyright, trademark, and patent, raising Internet celebrity industry entry barriers, and exploring ways to integrate the Internet celebrity economy and substantial economy, making it create greater economic and social benefits.