The Influence of Internet Celebrities on Rational Consumption Behavior

Yanxi Chen

doi:10.54254/2754-1169/2025.GL27236

Advances in Economics, Management and Political SciencesOpen access

The Influence of Internet Celebrities on Rational Consumption Behavior

Research Article

Open Access

The Influence of Internet Celebrities on Rational Consumption Behavior

Yanxi Chen ^1*

¹ Wenzhou-Kean University

^*Corresponding author: 1235432@wku.edu.cn

Published on 24 September 2025

AEMPS Vol.219

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-387-1

ISBN (Online): 978-1-80590-388-8

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Abstract

In the era of rapid digital technology development and internet platformsgrowth, online celebrities are playing a critical role in shaping consumers' behavior. This paper discussed the general concept of rational and irrational behavior and the internet celebrity economy, analyzing the reasons why sometimes people are irrational through the literature review. This paper reviewed the research presented in the preceding study, which centered on rational and irrational consumption patterns, the influence mechanisms of social influencers, and consumers’ rational decision-making behaviors. Ultimately, this paper identifies that celebrities shape consumers’ rational consumption behaviors through three pathways: establishing emotional bonds with audiences, reinforcing conformity tendencies, and facilitating impulsive purchasing behavior. In addition, limitations and expectations of this research were also pointed out in the conclusion section, such as a lack of numerical data analysis and some typical examples, which require further discussion and more precise segmentations of the consumer group.

Keywords:

Internet Celebrities, Influencer, Rational Consumption, Impulse Purchase

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References

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References

[2]. Datareportal. (2025). Global Social Media Statistics. DataReportal – Global Digital Insights. https: //datareportal.com/social-media-users

[4]. Lu, Z., & Chen, Q. (2020). The Frontiers of Society. Science and Technology, 2(13), 39–45. https: //doi.org/10.25236/FSST.2020.021305

[5]. Aryiku, J. (2024, March 19). Rational Consumer Choice | DP IB Economics Revision Notes 2020. Save My Exams.

[6]. Chen, J. (2021, May 7). Expected Utility Definition. Investopedia. https: //www.investopedia.com/terms/e/expectedutility.asp

[7]. Briggs, R. A. (2023, September 18). Normative Theories of Rational Choice: Expected Utility (Stanford Encyclopedia of Philosophy). Stanford.edu.

[10]. Chen, J. (2023). Study on the Influence of Internet Celebrity Economy on Consumption among College Students. Applied & Educational Psychology, 4(1). https: //doi.org/10.23977/appep.2023.040109

[12]. Chen, A. (2024). An Analysis of the Interaction Between Internet Celebrity Economy and Social Networks. Finance & Economics, 1(7). https: //doi.org/10.61173/jc4yn023

Cite this article

Chen,Y. (2025). The Influence of Internet Celebrities on Rational Consumption Behavior. Advances in Economics, Management and Political Sciences,219,59-64.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICFTBA 2025 Symposium: Financial Framework's Role in Economics and Management of Human-Centered Development

ISBN: 978-1-80590-387-1(Print) / 978-1-80590-388-8(Online)

Editor: Lukáš Vartiak, Habil. Florian Marcel Nuţă

Conference website: https://2025.icftba.org/Galati.html

Conference date: 17 October 2025

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.219

ISSN: 2754-1169(Print) / 2754-1177(Online)

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