In the internet environment, it is not easy for internet celebrities to stand out from the crowd. Internet celebrities need to adapt to market rules and establish unique cultural brands, they are constructing their own cultural brands in a different way in the post-epidemic era. This study takes makeup and beauty influencers as a case to explore the cultural brand construction, profit distribution model and cultural brand maintenance of internet celebrities. The research results are as follows: Super professional ability and special style can help internet celebrities construct characteristics of cultural brand that distinguish them from others. The cultural brand construction of internet celebrities in the post pandemic era is gradually showing a trend of public welfare development, and with the enhancement of cultural brand influence, many internet celebrities have entered a high tide of development, and their profit distribution models have evolved into complex and diversified patterns, the form of audience commodity is constantly upgrading and evolving. As intermediaries connecting audiences with public welfare activities, internet celebrities gradually gain good reputations in the process of promoting public welfare undertakings. This reputation is an intangible asset that can not only stimulate people's enthusiasm for public welfare activities to a certain extent, but also potentially enhance the social influence of internet celebrities, thereby driving the development of the internet celebrity industry economy and even generating more long-term value. Internet celebrities gradually master the skills of maintaining cultural brands in practice, and to a certain extent, achieve transformation among cultural capital and economic capital, social capital, and symbolic capital. This article aims to expand the content field of internet celebrity research from the perspective of cultural brands, helping people understand and grasp the situation of emerging cultural industries.

Zhang Meng. Research on the Cultural Brand of Internet Celebrities in the Post-epidemic Era. Academic Journal of Humanities & Social Sciences (2024) Vol. 7, Issue 10: 9-15. https://doi.org/10.25236/AJHSS.2024.071002.

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