The Research On Influence Factors And Effects Of Weibo Communication Of Online Celebrity Fashion Brands

Economic and entertainment markets are developing rapidly nowadays,online celebrities active in various media and they are extremely popular,they can even have tens of millions of fans.online celebrities get attention,also has very high economic value,fans are keen to consume products that are related to their idol.Many online celebrities are beginning to cross-border fashion circles,they participate in the design of fashion products and even began to create brand,they use their own reputation and influence to promote their own fashion products.This paper takes the online celebrity's Weibo as the research object,using a variety of research methods,analysis of online celebrity fashion brands Weibo communication influence factors.The study mainly includes the following aspects:First of all,through the study of the literature,the theoretical research and empirical analysis based on the theory of communication,introduction and overview of the theoretical basis of this study,mainly elaborated three theories:the online celebrities,Weibo communication and online celebrity fashion brands Weibo communication.Then based on the Lesswell's“5W”propagation model,analysis of five basic elements:Who?Says What?In Which Channel?To Whom and With What Effect.On the basis of theoretical analysis,this paper selects ten famous online celebrity fashion brands case,collate relevant case materials,statistics and comparison of the relevant data,summarize the current situation And effects of online celebrity fashion brands.And refer to some research results,launched a survey through the questionnaire in the form of consumer groups and analysis of the results,the final establishment of a model of influence Factors and effects of online celebrity fashion brands Weibo communication.Based on the analysis of influence Factors and of online celebrity fashion brands Weibo communication,build the evaluation index system,the evaluation index weight determined by AHP,the weight coefficient of each factor for the web show the relative importance of celebrity fashion brands Weibo communication.Finally,the article on the online celebrity Zhang Dayi's Weibo data were collected and summarized,Points out the existing problems of online celebrity fashion brands,The ultimate aim is to use the research results to provide constructive suggestions for online celebrity fashion brands Weibo communication.