Online celebrity marketing involves collaborating with celebrities to promote products and services on social media platforms. TikTok, as a popular emerging short video platform, holds significant influence internationally. Utilizing TikTok for celebrity marketing has become a valuable strategy for overseas brand marketing. Consequently, various online celebrity marketing models have emerged on TikTok.
Furthermore, the narrative should possess novelty or intrigue to engage users and elicit a genuine response, ultimately driving their consumption. This approach offers the advantage of effectively conveying the brand's values and heritage through the inclusion of captivating storylines, which often result in higher visibility and publicity, leaving a lasting impression on the audience.