• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2025 > Volume 13 Number 3 (2025) >
JOEBM 2025 Vol.13(3): 329-335
DOI: 10.18178/joebm.2025.13.3.888

E-commerce Marketing under the Background of Internet Celebrity Economy

Yike Song
Jinan Thomas School, Jinan, Shandong, China
Email: 2220076060@qq.com (Y.K.S.)

Manuscript received August 12, 2025; accepted May 2, 2025; published September 26, 2025.

Abstract—With the development of the Internet, the Internet celebrity economy has come into being through the conversion of traffic to income. Nowadays, the Internet celebrity economy has become an important economic model in the Internet era. Using the Web of Science database, this study uses a systematic literature review method to review and summarize the literature of e-commerce live streaming under the background of Internet celebrity economy. The existing research can be divided into the following categories: a) the defining characteristics and development course of Internet celebrities and Internet celebrity economy, b) the influence of Internet celebrity economy, and c) the problems in the profit model of Internet celebrity economy. Through analysis and discussion, this study also reveals the future research direction. Future studies can explore the Internet celebrity economy from the perspective of content, and pay more attention to the regulatory role of platforms and the government. Future studies also need to explore the diversified profit model of the Internet celebrity economy and expand the research theory of the Internet celebrity economy. Moreover, this study also provides countermeasures for the development of the Internet celebrity economy from the perspectives of multi-channel integration, consumers, and the government. This study not only provides future research direction for e-commerce live streaming under the background of Internet celebrity economy, but also provides practical enlightenment.

Keywords—internet celebrity, E-commerce live broadcast, marketing, systematic literature review method

Cite: Yike Song, "E-commerce Marketing under the Background of Internet Celebrity Economy," Journal of Economics, Business and Management, vol. 13, no. 3, pp. 329-335, 2025.

Copyright © 2025 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 

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