Idol Commercialization in China

DOI

10.2991/aebmr.k.210712.041How to use a DOI?

Keywords

Youth With You, Crowdfunding, Celebrity Endorsement, Popularity index

Abstract

Produce 101 has been successful as a hot and new fandom industry-based show since 2018 in China under the influence of social media and video platforms. Based on the result of the case study example, this article studies how Produce 101 helps some trainees gain huge attention through marketing, and promote large-scale fund-raising activities through specific voting channels. In addition, the paper analyzed how sponsors generate revenue by selecting some contestants as their product endorsers. As a result, the popularity of the trainees turned into a marketing strategy that allows the endorsers gaining huge profits.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Lucy Wang
PY  - 2021
DA  - 2021/07/12
TI  - Idol Commercialization in China
BT  - Proceedings of the 2021 International Conference on Economic Development and Business Culture (ICEDBC 2021)
PB  - Atlantis Press
SP  - 240
EP  - 244
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210712.041
DO  - 10.2991/aebmr.k.210712.041
ID  - Wang2021
ER  -