YouTube in the Age of “Internet Celebrities” Economy
Internet celebrities (referred to as “Internet celebrities”) refer to people who become popular in real life or online life because of a certain event or behavior that attracts widespread attention from netizens. The reason why they can become popular is directly related to their own characteristics, and they are in line with the netizens’ psychological needs of aesthetics, entertainment, stimulation, and curiosity. They are sought after in the online world and become Internet celebrities intentionally or unintentionally. The same is true for Internet celebrities who grew up on YouTube. In the online media environment, network promoters, traditional media, and the psychological needs of the audience have contributed to the emergence of Internet celebrities in the “Internet +” era. Internet celebrities have a very wide range of attention, and professional channels are a benchmark for Internet celebrities to engage in YouTube video production in the early stage. With the increase in the number of fans, more and more suppliers choose Internet celebrities as a promotional medium, and various advertisements are gradually implanted in videos. The Internet celebrity economy triggered by Internet celebrity endorsements has also developed rapidly.