Research On The Value Evaluation Of Web Celebrity's Microblog IP

In the era of mobile Internet,since the media platform is widely popularized,everyone has the opportunity to show themselves and attract the attention of others.As a result,the Internet celebrity group has risen rapidly,the Internet celebrity economy is booming,and the industry chain is gradually improving.Internet celebrities continue to steadily output high-quality content,attract loyal fans,continue to expand their influence,and develop toward the direction of personalized brand IP.Internet celebrity IP is an intangible asset,the research of Internet celebrity IP value has gradually been paid attention by academics and industry,but there is still a lack of a scientific and reasonable value evaluation system,so it has strong theoretical and practical significance for the evaluation of Internet celebrity IP.This article makes a comparative analysis of Internet celebrities,celebrities,opinion leaders and other similar groups by combing the development process of Internet celebrities,and explores the essence and connotation of the development of Internet celebrities.Refer to the research on the marketing effect and influence of Weibo,from the perspective of the formation of media influence to sum up the influence of red celebrity Weibo IP value indicators,build a hierarchical structure system with five first-level indicators and twelve second-level indicators,and Experts and scholars conduct questionnaire surveys to determine the relative importance of indicators,and use AHP to measure the weight of indicators.With reference to the research on self-media and brand value evaluation,using the ideas and principles of the Interbrand evaluation method as the basis for model construction,the influencer of the Weibo platform is selected as the research object,and the influencer Weibo is constructed from the three levels of finance,market and user value IP valuation model.Empirical analysis was carried out using the head netizen Li Ziqi in the food field as a research case.Through the big data platform and API interface,the relevant data of Weibo and Tmall stores were collected to quantitatively evaluate the IP value of Li Ziqi Weibo.Finally,the net red IP was proposed based on the research results Suggestions for value enhancement.The innovations of this article are as follows: One is to explore and analyze the influence factors of IP value of Internet celebrity Weibo from the perspective of the formation of media influence,which enriches and improves the theoretical research content,and the selection system of influencing index parameters is comprehensive;Most of the research on red value is based on qualitative analysis and lack of quantitative calculation.In this paper,the principle of Interbrand evaluation method is used as the basis for evaluation,calculating the net red IP excess return and IP intensity multiplier to obtain the net red microblog IP value,thereby enhancing the net red IP Awareness of value and increasing the power of Internet celebrities to output highquality content are conducive to capital investment and advertisers to choose the right Internet celebrities for endorsement,and promote the further development of the Internet celebrity economy.