The term “Internet celebrity” seems simple, but behind it there are a large number of communities and fans, and their common goal is to establish a sense of group identity. “Identification” means that a person hopes to be recognized by others in order to eliminate the frustration caused by not being able to achieve success and satisfaction in real life. Therefore, to successfully create an “Internet celebrity”, it is necessary to go through four rigorous stages, namely: dividing similar groups (Us), creating unreasonableness (Cause), finding “enemies” (Enemy), and summoning leaders (Follow). In short, the public does not seem to be very different on the surface, but to establish identification among them, it is necessary to find a similarity between the two, divide a community through group positioning, and finally choose an internal method to gain a sense of pride and identity in the group.
The biggest feature of the mobile Internet era is that the amount of information, information dissemination speed, bandwidth and other technical levels have all increased exponentially. Everyone is connected to information and is also part of the information. This feature has profoundly changed the various relationships and structures of human society. In the past business era, people and information were dualistic, channels were the carriers of information, and businessmen paid attention to channels as king, and controlling information dissemination channels was the key. Today’s channels are fragmented and content-oriented, and are increasingly difficult to control. No one can monopolize channels, and can only work hard to attract more people to become their fans. Fans are not only users, but also channels, and will subtly influence others. “Internet celebrities” attract people who share the same interests as themselves. Once fans recognize the lifestyle or values represented by the “Internet celebrity”, the products that are the carriers of such values will be highly recognized by fans, and they will spontaneously share and spread them with friends, triggering purchasing behavior. This is the fundamental reason for the emergence and rapid development of the “Internet celebrity” economy.