Proceedings of the 2022 International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2022)

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Factors Affecting Commercial Endorsement of Stars and the Game Behavior of Stars’ Data Falsification

Authors
Yi Wang1, *
1School of International Trade and Economics, University of International Business and Economics, Beijing, 100029, China
*Corresponding author. Email: 20170108@uibe.edu.cn
Corresponding Author
Yi Wang
Available Online 27 December 2022.
DOI
10.2991/978-94-6463-052-7_128How to use a DOI?
Keywords
data falsification; commercial endorsement; star effect
Abstract

This scientific paper aims to analysis factors affecting commercial endorsement of stars, and the game between stars which is a cause of data falsification. This article will use the static game theory to construct a static game between stars, and find out the Nash equilibrium. Both choosing fraud is the result of Nash equilibrium. The results explain why celebrity data fraud has become so common among celebrities. In addition, this article will also use some star data regression to analysis the factors influencing star commercial endorsements by Stata. As can be seen from the results, male stars have gender advantages. And the more fans, especially the core fans that stars have, the more commercial endorsements they have. There was also a positive correlation between the number of works and endorsements. The game matrix constructed in this paper is a relatively simple static game model, without considering many practical factors. And because the data is difficult to collect, the cross-sectional regression is simple.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
27 December 2022
ISBN
978-94-6463-052-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-052-7_128How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yi Wang
PY  - 2022
DA  - 2022/12/27
TI  - Factors Affecting Commercial Endorsement of Stars and the Game Behavior of Stars’ Data Falsification
BT  - Proceedings of the 2022 International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2022)
PB  - Atlantis Press
SP  - 1140
EP  - 1148
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-052-7_128
DO  - 10.2991/978-94-6463-052-7_128
ID  - Wang2022
ER  -