Research On The Marketing Strategy Of Tiktok Short Video Platform Online Celebrity Based On SICAS

It is found that Internet celebrities,as an important product of the development of the Internet in recent years,have made a significant contribution to the development of China’s network economy.As an important part of the development of market economy,Internet celebrity marketing has become the object of many scholars’ research.With the emergence of hundreds of millions of registered users and tens of millions of head Internet celebrities,Tiktok,the representative of short video platform,has not only satisfied the entertainment and social needs,but also successfully realized the commercial realization of fans.The marketing value of Internet celebrities has been highlighted,and the economic development model of Internet celebrities has gradually taken shape.This paper takes Douyin platform,an industry pioneer in short video,as a case study.Through the introduction of Douyin platform’s operating status,user status,Internet celebrity ecological status,platform governance and other aspects,it further combs the basic situation of online celebrity marketing on the platform,and finds out from the existing status that Internet celebrity marketing is increasing with the increase of consumer market demand.The phenomenon of increasing market entry subjects,more refined content types,diversified marketing models and e-commerce of Douyin is more obvious.Therefore,from the perspective of consumers,this paper makes a factor investigation on Douyin users’ purchase intention based on SICAS model.Through regression analysis,it is found that the main factors affecting Douyin users’ purchase decision are product quality,others’ evaluation,influenc influenc,short video platform design,etc.The influence of Internet celebrities,as a newly emerging important decision-making factor in the consumer market,is another very important factor that consumers pay attention to in addition to product quality in the era of online shopping.The unique characteristics of Internet celebrities as "key opinion leaders" enable them to guide the purchase of exclusive groups in their fields,which plays a significant role in the formulation of marketing strategies for Internet celebrities.On the basis of understanding the four influencing factors that affect the purchase decision,through case analysis,it is found that the current problems of Douyin Internet celebrity marketing are focusing on marketing but not quality,creating fake comments and publicity,uneven quality of Internet celebrities,platform design is too commercial and so on.In view of the above problems,based on the SICAS model,this paper penetrates perception,interest and interaction,communication and link,action buying and sharing marketing into the marketing suggestions of Douyin influencers,so that consumers can form the purchase desire and interest of the product with a sense of experience,and form effective communication with influencers to promote the purchase experience,so that users can form the impulse to share.Inspire the desire to buy.Since the suggestions put forward in this paper are based on the investigation of users’ purchase intention,the above suggestions will promote the marketing optimization of Internet celebrities in Douyin in the future.