The Application of Celebrity Effect in Brand Marketing Under the New Media Model: STAYREAL as an Example

Kejing Xu

2025

Abstract

In the field of contemporary brand marketing, the development of new media has changed brand marketing strategies and consumer interaction profoundly. This study investigates the application of the celebrity effect in the brand marketing of STAYREAL, a trendy brand co-founded by musician Ashin, specifically through platforms like Xiaohongshu, Weibo, and Instagram. The study used questionnaires, combined with online and offline consumer surveys, to assess how celebrity endorsements increase brand awareness and influence purchase intentions among young consumers. The results of the study show that through Ashin's influence, STAYREAL's marketing effectiveness is significantly improved and consumers show higher brand loyalty and engagement. The study concludes that combining celebrity endorsements with an innovative social media strategy increases brand awareness and creates a deeper emotional connection with consumers.

Paper Citation

in Harvard Style

Xu K. (2025). The Application of Celebrity Effect in Brand Marketing Under the New Media Model: STAYREAL as an Example. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 84-89. DOI: 10.5220/0013986400004916

in Bibtex Style

@conference{prmc25,
author={Kejing Xu},
title={The Application of Celebrity Effect in Brand Marketing Under the New Media Model: STAYREAL as an Example},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={84-89},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013986400004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - The Application of Celebrity Effect in Brand Marketing Under the New Media Model: STAYREAL as an Example
SN - 978-989-758-778-8
AU - Xu K.
PY - 2025
SP - 84
EP - 89
DO - 10.5220/0013986400004916
PB - SciTePress