Title: Analysis of key factors of consumers' purchase influenced by internet celebrities: food, cosmetics maintenance, and 3C game products as examples

Authors: Tzong-Ru Lee; Wei-Chen Chen; Ville Isoherranen; Ummul Wara Adrita

Addresses: Department of Marketing, National Chung Hsing University, Taichung City, Taiwan ' Department of Business Management, AUO Corporation, HsinChu City, Taiwan ' School of Engineering and Natural Resources, Oulu University of Applied Sciences, Oulu, Finland ' BRAC Business School, BRAC University, 66 Mohakhali, Dhaka – 1212, Bangladesh

Abstract: This study examines key factors of the internet celebrities influence to consumer purchasing. Firstly, the literature review was used to find the key factors (KF). Then questionnaire was used to collect data from Taiwanese consumers. This was followed by the grey relational analysis (GRA), in which, the key purchasing factors of all product categories were analysed on the basis of their consumer samples, followed by the KFs difference between food, 3C game, and the categories that involved the maintenance of cosmetics. The result shows internet celebrity's usage for product promotion to influence consumers purchasing decisions is multidimensional and complex issue, and overall the credibility and linkage of the marketing message need to be aligned with the actual product quality and experience.

Keywords: EC; community; social media; internet celebrities.

DOI: 10.1504/IJIMA.2025.148679

International Journal of Internet Marketing and Advertising, 2025 Vol.23 No.3, pp.288 - 316

Received: 02 May 2021
Accepted: 04 Apr 2022
Published online: 19 Sep 2025 *

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