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Academic Journal of Humanities & Social Sciences, 2022, 5(7); doi: 10.25236/AJHSS.2022.050714.

Analysis the influence of “web celebrity” phenomenon on young consumer’s perception in the perspective of new media -- taking cosmetic industry as example


Yifei Yang

Corresponding Author:
Yifei Yang

Culture and Entertainment Programming Center of CCTV, CCTV High-tech Television Development Co., Ltd., Beijing, China


This research mainly explores the influence of the "web celebrity" phenomenon on young consumers' perception of social media. Taking Kylie Jenner’s successful marketing of cosmetics company as background, from the perspective of consumer’s perception to discuss the research question in depth on Instagram. It analyzes consumers’ perceptions through collecting data on social media to detect the perceived value and satisfaction and e-WOM communication. The e-WOM effect tested of Kylie Cosmetics in this experiment is different from our stereotype. Finally, it indicates that consumers have a high degree of recognition of Kylie Cosmetics. 


Web celebrity, Consumer’s Perception, Social media, eWOM Communication, Instagram

Cite This Paper

Yifei Yang. Analysis the influence of “web celebrity” phenomenon on young consumer’s perception in the perspective of new media -- taking cosmetic industry as example. Academic Journal of Humanities & Social Sciences (2022) Vol. 5, Issue 7: 72-77. https://doi.org/10.25236/AJHSS.2022.050714.


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