Research Identity Memo

Research Identity Memo

Not long ago, my friend endorsed a mobile phone because of his favorite idol when he didn't need to buy a mobile phone. She is usually a very rational person, which makes me curious about the celebrity effect. The use of celebrity is more than just advertising or let celebrity endorsement products now. There was a talent show in China early this year. Nongfu Springs sponsored the show. In the finals of the show, there is a voting rule that buys a box of Nongfu Spring Vitamin Water, which will send 48 voting opportunities. The last time before the finals, the water will be doubled. My friend recalled that she set the alarm clock at 10 o'clock that time to buy 3 boxes of water, and bought a few minutes, the water with voting opportunities was sold out. Under the blessing of the program, sales on Nongfu Springs increased 500 times. I think this is also an example of using fans' love for idols to do the market. Expect it, as some youtuber's follower, when youtuber recommends products, it also generates a desire me to buy. But I also found that I don't know what all Youtuber recommends. Some products will be bought even if I don't need them at the time, but some will not. I think this also depends on the way the merchandise is used for marketing through Youtuber.

China now refers to the behavior of seeks to profit from fans' devotion to celebrities as fans economy. It is considered a new business operation model. In fact, the evaluation of the fan economy is mixed. Someone think it shows the fans are foolish. From the experience of me and my friends. I don't think fans are all stupid or crazy. Marketing strategies for fan economy are also a reason for their consumption. Therefore, there should be a lot of things to pay attention to when using the fan economy for marketing. I am very curious about this topic, because I want to explore what kind of marketing strategy is driving fans to consume. The thing I am most excited about in my study is a method of marketing. Companies have many different strategies to take advantage of the fans' adoration and pursuit of stars. Effective market guidance and marketing strategies can turn fans' adoration and pursuit of stars into brand beliefs and loyalties. So, I want to do a research on the marketing strategy of companies for fan consumption behavior. My main hope for this study is find the ways that how the brands do the marketing in the fan economy.

The biggest assumption I am making in my research is marketing strategies have an impact on fans. This is the premise of my research. I want to study a variety of ways to market in a fan economy, so I assume that marketing strategies will have an impact on fans, and I think the results are different for the different approaches. If fans buy products that are only affected by idols, marketing in a fan economy will be more singular. The reason for this assumption is that marketing strategies have an impact on consumers, and fans are consumers.

The main thing I am afraid of in doing this study is that I know more about the fan economy in Asian countries. Although I know that there are of course such situations in Europe and the United States, such as Coach and Selena Gomze's joint bag and Robyn Rihanna Fenty's own brand Fenty Beauty. I think the model of Europe and the United States may be different from Asia because the cultural background of the East and the West is different, so I think that research is needed. But the lack of understanding of the fan economy in Europe and the United States may cause some mistakes. In fact, I am still struggling to determine whether the fan economy in Asia should be studied or globally.