The Trust Crisis of Internet Celebrity Endorsement in Livestreaming and Emerging Marketing Models: Exploring the Path of Trust Reconstruction on the Dewu Platform

Yixin Li, Haiyang Zhang, Yuchen Zhu

2025

Abstract

In the context of frequent trust crises within China's Netflix bandwagon and various consignment platforms, this study aims to explore effective solutions to the trust crisis and promote the innovation and development of marketing models. Using the literature analysis method, this study conducts an in-depth review of relevant materials and literature. The advantage of this method is its ability to examine the causes of the trust crisis in the Netflix economy from multiple perspectives, providing comprehensive and systematic theoretical support for addressing the issue. A detailed analysis of Netflix's branding was conducted, identifying that the trust crisis primarily stems from product quality issues, false advertising, and inadequate after-sales service. The underlying causes of these trust issues were then explored, including the conflict of interest between Netflix and brands, shortcomings in the regulatory mechanism, and consumer perception biases. Through in-depth analysis, this study aims to identify solutions to the trust crisis. It explores how to innovate and optimize the marketing model within the Netflix economy to boost consumer trust in Netflix’s brand. The research will propose practical strategies to help online influencers and brands improve bandwagon marketing while providing consumers with a safer, more reliable shopping experience.

Paper Citation

in Harvard Style

Li Y., Zhang H. and Zhu Y. (2025). The Trust Crisis of Internet Celebrity Endorsement in Livestreaming and Emerging Marketing Models: Exploring the Path of Trust Reconstruction on the Dewu Platform. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 62-67. DOI: 10.5220/0014074000004942

in Bibtex Style

@conference{apmm25,
author={Yixin Li and Haiyang Zhang and Yuchen Zhu},
title={The Trust Crisis of Internet Celebrity Endorsement in Livestreaming and Emerging Marketing Models: Exploring the Path of Trust Reconstruction on the Dewu Platform},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={62-67},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014074000004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - The Trust Crisis of Internet Celebrity Endorsement in Livestreaming and Emerging Marketing Models: Exploring the Path of Trust Reconstruction on the Dewu Platform
SN - 978-989-758-791-7
AU - Li Y.
AU - Zhang H.
AU - Zhu Y.
PY - 2025
SP - 62
EP - 67
DO - 10.5220/0014074000004942
PB - SciTePress