Social media platforms have become modern people’s entertainment, and they can even purchase products through social platforms. Therefore, this study has a more in-depth discussion, in the internet celebrity marketing, which measurement items in the type, characteristics, content and product types of the internet celebrity can effectively measure the marketing effect. This study takes as the observation object that has watched the endorsement videos or posts of internet celebrities. Using sample data obtained via an online survey, the study employs multidimensional scaling to explore the different marketing associations formed by the celebrities’ characteristics, content and influence under different product types. The study finds that the perception of internet celebrity characteristics and the perception of shopping guide effectiveness are in different groups in each perceptual graph. The results indicate that the characteristics of internet celebrities are mostly not directly affected to the effect of shopping guide. However, the study found that audiences over the age of 40 have more purchasing power than audiences of other age groups. Male audiences have stronger purchase intention among the search products endorsed by Beauty Wu and experience products endorsed by Joeman. Female audiences are more likely to purchase or trust products endorsed by Joeman. This research is of benefit to scholars in the field of influencer marketing and also provides marketing professionals with practical marketing methods.
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Yang et al. (2024) studied this question.