The Influence of Male Idols Endorsing Beauty Brands on Chinese Female Consumers

DOI

10.2991/aebmr.k.220405.259How to use a DOI?

Keywords

Male idol; SWOT; celebrity endorsement; beauty makeup industry

Abstract

Beauty brands have long favoured celebrity endorsements, hoping that with the help of celebrity effects, brands can gain high traffic exposure in a short period of time and attract more target groups to buy products. At present, the popularity of male idols has been steadily rising, and the fan economy has strong purchasing power. Therefore, the endorsement of male idols has become an important part of the marketing of beauty brands at present. The purpose of this study was to explore how a male idol endorsing a beauty brand affects the purchase attitude of Chinese female consumers. This paper reviewed celebrity endorsement theory to explore the basic ideas of the above questions. Adopting the qualitative analysis method-SWOT to comprehensively analysed the influence of male idols endorsing beauty brands. This research concluded that male idols’ endorsement of beauty brands affects Chinese female consumers’ favourable impressions of beauty brands, thus affecting the sales conversion rate of beauty products.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Yixiao Chen
AU  - Yingyin Zhong
PY  - 2022
DA  - 2022/04/29
TI  - The Influence of Male Idols Endorsing Beauty Brands on Chinese Female Consumers
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 1555
EP  - 1561
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.259
DO  - 10.2991/aebmr.k.220405.259
ID  - Chen2022
ER  -