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Live streaming: when celebrity interests collide with reputation
introduction
As the boom of live streaming has swept in, more and more stars have also joined the trend, trying to share a piece of the sweetness of bringing goods. However, with the increase of celebrities' participation in live broadcasting, some unscrupulous behaviors in pursuit of profit have also begun to surface. This article will delve into the phenomenon of celebrities participating in live streaming and its negative effects, and show the coexistence of the rise and problems of the live streaming industry through comparison, contrast and case analysis.
Behind the celebrity with goods
Celebrity bringing goods is essentially a commercial behavior, which is a cooperation between live broadcast platforms and brand owners. Celebrities promote various products to viewers through live broadcasts, thereby earning generous advertising fees and commissions. This model brings huge benefits to both celebrities and brands, however, problems also arise.
Take "Brother Gazi" Xie Mengwei as an example, when he sold his mobile phone in a live broadcast, he claimed that the price was much lower than the market price, attracting many fans to buy. However, soon after, some netizens found that the price of the same mobile phone on other platforms was much lower than the price advertised in Xie Mengwei's live broadcast, which caused public indignation. This obvious false publicity has damaged Xie Mengwei's credibility and made people question the integrity of celebrities bringing goods.
Simba gained notoriety for the bird's nest incident. The bird's nest he sold in the live broadcast was revealed to be not in line with the publicity, which triggered large-scale criticism and public pressure. Although he later apologized and compensated, the incident caused serious damage to his image. Simba's dishonest behavior has raised doubts about the credibility of celebrity goods.
Pan Changjiang, a well-respected old artist, was also unfortunately involved in the turmoil of live broadcasting. In a live broadcast, he claimed that a wine was a zodiac wine "special for the Year of the Tiger" and claimed that he was friends with the chairman of Moutai, thus winning a low price. However, these claims were later proven untrue, and Moutai publicly denied cooperation with Pan, resulting in damage to Pan's credibility.
Li Sheng, as the founder of Xiaoguo Culture, has also been negatively evaluated for improper behavior in live streaming. He became angry during a live broadcast, publicly insulting the audience and calling those who did not place orders "garbage", a behavior that disrespected the audience and attracted widespread attention and condemnation. In addition, he used inappropriate advertising words in advertisements, was criticized for insulting women, and was eventually punished by the authorities.
The cases of these celebrities bringing goods reflect an obvious problem, that is, in order to obtain more profits, some celebrities unscrupulously violate the principle of good faith, which seriously damages their credibility and image. A more in-depth analysis of this issue is provided below.
The problem of celebrities bringing goods
The rise of the celebrity goods industry has brought business opportunities, but it has also brought a series of problems. First of all, the phenomenon of false publicity is serious, and some celebrities deliberately exaggerate the performance and value of goods in order to attract more buyers. This false propaganda not only misleads consumers, but also damages the integrity of celebrities.
Second, some celebrities disrespected viewers during their live broadcasts, calling them "trash" or making insulting remarks. This behavior not only hurts the feelings of the audience, but also causes irreparable damage to the image of the star. The audience is an important supporter of the success of the star, and disrespecting the audience is equivalent to hurting one's own career.
Moreover, price gouging is serious. Some celebrities claim that their goods are priced well below the market price, attracting a large number of buyers. However, the fact is often that these goods do not cost as much on other platforms, causing buyers to feel cheated. This kind of price gouging not only harms the rights and interests of consumers, but also damages the credibility of celebrities.
Finally, some celebrities collude with brands to create illusions and deceive audiences. They may work with brands to develop fake publicity schemes to attract more buyers. This collusion not only damages fair competition in the market, but also makes consumers lose their sense of trust.
conclusion
Celebrity goods is a booming industry, but there are a series of problems in it, such as false publicity, no
Respect for audiences, price gouging, and collusion with brands. These problems not only damage the credibility and image of celebrities, but also have a negative impact on the rights and interests of consumers. In order to solve these problems, it is necessary to take a series of measures:
First, strengthen supervision. Relevant departments should establish a stricter regulatory mechanism to supervise and review celebrities' behavior of bringing goods to ensure that the publicity content is authentic and credible. Violations should be investigated and punished in accordance with the law.
Second, celebrities should improve their sense of integrity. They are not only business spokespersons, but also role models for the public. Celebrities should recognize that maintaining integrity and credibility is essential to their careers and reputations, and should not compromise their own credibility for short-term gain.
In addition, consumers should also be vigilant. When buying goods, you should compare prices and information, and do not believe the propaganda of celebrities. At the same time, consumers can actively participate in supervision, report false publicity and improper behavior to relevant departments, and protect their own rights and interests.
Finally, live streaming platforms and brands should also bear some responsibility. They should build honest partnerships with celebrities and not condone false publicity and price gouging. At the same time, strengthen the review and supervision of live streaming content to ensure that advertising content is authentic and credible.
In short, as a business model, celebrity goods have great potential, but they are also accompanied by a series of problems. By strengthening supervision, improving the integrity of celebrities themselves, consumers' vigilance, and the responsibility of platforms and brands, we can work together to solve these problems, make the live streaming industry more healthy and credible, protect the rights and interests of consumers, maintain the credibility of celebrities, and promote the sustainable development of the industry. Only in a benign environment can celebrities bring goods to truly play their positive role and make greater contributions to society and the economy.
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