Literature Review on Energy Systems

This assignment asks you to conduct a thorough literature review focusing on energy systems allocation models and their application within uncertain contexts. The review should explore various aspects of these models, including their theoretical foundations, methodologies, strengths, limitations, and practical implications. You are expected to synthesize the existing knowledge and identify key trends, gaps, and future research directions in this field.

Running head: INTERNATIONAL BUSINESS AND ECONOMY
International Business and Economy
Name of the Student:
Name of the University:
Author’s Note:

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Abstract
This paper has been framed in order to have an understanding of the concept “Wanghong” and
how this word has developed into a significant economic sector in China. Wanghong is a
trending economy in China that is associated with internet celebrity and sharing of videos and
photos in the internet. The background of the paper has explained the concept of Wanghong and
how it was incorporated in China. This paper has looked to explain the extent of income the
internet celebrities earn and therefore in the same manner the data has been collected and the
results have indicated that there has been a rise in the overall income of the celebrities in the
monthly and the yearly rate and therefore it can be said that Wanghong economy is a key
economic sector in China and this concept is gaining prominence all over the world as well.

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Table of Contents
Chapter 1: Introduction....................................................................................................................5
1.1 Purpose of the study...............................................................................................................5
1.2 Background of the Study.......................................................................................................7
1.2.1 Research Platform: Sina Weibo......................................................................................8
1.3 Problem Statement...............................................................................................................14
1.4 Research Objectives and Aims............................................................................................15
1.5 Research Questions..............................................................................................................15
1.6 Structure of the thesis..........................................................................................................15
Chapter 2: Literature Review.........................................................................................................17
2.1 Introduction..........................................................................................................................17
2.2 Wanghong............................................................................................................................17
2.3 Definition, development and types......................................................................................17
2.4 The origin of Wanghong......................................................................................................18
2.5 Research on Wanghong.......................................................................................................19
2.6 The evolution of Wangluo Hongren to Wanghong.............................................................21
2.6.1 from the year 1998 to the year 2004.............................................................................21
2.6.2 Wangluo Hongren in the year 2004 to the year 2012...................................................21
2.6.3 Wanghong from the year 2012 to the year 2016..........................................................22

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2.6.4 Wanghong from the year 2016 to the current time period............................................22
2.7 Different types of Wanghong..............................................................................................23
2.8 The reason for the success of Wanghong............................................................................25
2.9 Internal Factors: Self-management of Wanghong...............................................................25
2.10 The establishment of self-branding...................................................................................26
2.11 Authenticity in the core of self-branding...........................................................................26
2.12 External factors: Internet users and fans............................................................................28
2.13 The power of the fans........................................................................................................28
2.14 Summary of the literature..................................................................................................29
Chapter 3: Research Methodology................................................................................................30
3.1 Introduction..........................................................................................................................30
3.2 Outline of the method..........................................................................................................30
3.3 Research Approach..............................................................................................................30
3.4 Research Hypotheses...........................................................................................................31
3.5 Research Design..................................................................................................................32
3.6 Process of Data Collection...................................................................................................33
3.7 Quantitative data..................................................................................................................34
3.8 Secondary Data....................................................................................................................34
3.9 Sampling and sample size....................................................................................................34
3.10 Data Analysis Plan.............................................................................................................35

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3.11 Ethical Consideration.........................................................................................................35
3.12 Summary............................................................................................................................36
Chapter 4: Results and Discussion................................................................................................37
4.1 Result Analysis....................................................................................................................37
4.1.1 Relation between income of Wanghong’s celebrities and number of subscribers, video
count and type of uploaded videos........................................................................................37
4.1.2 Income evaluation of Wanghong celebrities overtime.................................................44
4.1.3 History of web celebrities in China..............................................................................47
4.2 Discussion............................................................................................................................51
Chapter 5: Conclusion, Recommendation, Limitation and Future Work......................................54
5.1 Conclusion (Addressing the research aims and objectives)................................................54
5.2 Recommendation.................................................................................................................57
5.3 Limitations of the Research.................................................................................................58
5.4 Further Research and Future Work......................................................................................59
Reference List and Bibliography...................................................................................................60

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Chapter 1: Introduction
In the modern working environment, there has been development of new and improved
technologies with the help of which global economy has developed. The advent of globalization
has led to various cultures blending with each other and thereby new plans and policies have
been incorporated with the help of which better workplace and operational activities have been
attained (Prince et al. 2016). The digitalisation of the global economy has incorporated various
techniques and an activity that has improved the lifestyle of the individuals and has improved the
entertainment factor of human beings. Wanghong phenomenon is a consequence of the
transformations that have developed prior to digitalisation and globalisation. This paper therefore
looks to understand the key facts that contribute to the Wanghong economy in China.
1.1 Purpose of the study
The explanation on Wanghong, which is the shorter version of Wangluo Hongren is a
prevalent topic of the research in the Chinese community during the past few years. The factor
due to which Wanghong became the matter of concern in the economy and even in the field of
academics is primarily due to the astonishing commercial value, as well as a vital social effect
established by the amount of Wanghong (which is inclusive of the events and people). They
make use of the network which is a strong hold but even has an effect in the conventional media
and typical community with their behaviours, ideas and thoughts (Qi et al. 2016).
In the Western community, the idea which is most alike to Wanghong is Micro celebrity
which has been explained by Marwick (2015) as micro celebrities are the individuals who look at
each other as a civic facade to be disbursed by the others who make use of the tactical familiarity
in order to appeal to their followers and considers their fans and audiences. Conversely, in the
context of China, the idea of Wanghong encompasses a wider aspect, and is even vaguer. It is

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inclusive of not only the micro celebrity explained by Marwick (2015), but even the ordinary
celebrities who are in the highlight of discussions on the internet in the distinct time and time
period. The differentiation in the two concepts can create certain variable sorts of researches
among Micro celebrity and Wanghong among the Western and Chinese researchers respectively
(Wang, Liang and Deng 2017). The Western researches have given more attention to the
examination of how a micro celebrity constructs their self-branding and on the other hand the
Chinese experts concentrate more on the examination of the Wanghong economy and the
management and evaluation of the factors of Wanghong effects. It is seen that Chinese and the
Western scholars assess this concept in a different manner but their end result has been to
discover the income they earn and the prominence this sector has attained.
By relying on the two various perspectives of the research that have been explained
earlier and in order to have an understanding of how Chinese Wanghong manufacture and how
to practice themselves, and therefore paper has selected three Wanghong from Weibo, which is
one of the essential Chinese social platforms as instances and by assessing the Chinese and the
Western researches, the researcher would look to highlight how they have been able to create
their individual brandings and they have been able to attract the followers (Tang et al. 2018).
The three case studies that have been taken consideration are the UKtimes, an English
and Chinese culture writer, YUYU who is a personal makeup artist and a mainland China singer
by the name of Joker. Specifically, all of them have been able to gain popularity in Weibo and
have effectively transformed the fame gained from the internet to the commercial interest(Wang,
Huang and Li 2017). Conversely, the variation in each of them has utilised various strategies in
order to become famous. @uktimes is unspecified and known for her funny narrations of foreign
and the British life. She has chosen certain influencing contents to interpret, retell and edit them

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for the Chinese audience. Joker had gone through a fame that was short lived as a musician and
later on used his sense of humour to become an internet based celebrity. YUYU was a general
user who had posted a single video that became viral and who looked to transform her fame to be
more permanent.
The thesis has the intention of having an understanding of the facts and the elements that
have extensive level of contribution for the development of the Wanghong economy in China.
There are several aspects that have been discovered that contributes to the development of this
economy and with the advent of time; the economy has been developing comprehensively. The
purpose of the study has been to create an understanding of how Wanghong economy has been
developing and accordingly how the micro and the internet celebrities have been use of this
economy in order to make a mark of them in the society.
With the help of Micro celebrity, the theory of self-branding and the social media
associated theory; the researcher has looked to assess the images, contents that have been
released and the effect on the three cases that have been discussed above. Therefore it is seen that
the main aim of the thesis has been to understand all these aspects and accordingly evaluate on
the same in order to gain conclusive outcome on this topic and thereby completion of the thesis
in an effective manner.
1.2 Background of the Study
The concept of Wanghong is inclusive of an explanation of the theoretical processes to
Wanghong, an explanation of the developmental phases of the Chinese social media, the history
of Wanghong that is available in China and an explanation of the various kinds of Wanghong
(Tan et al. 2017). Because of the differences among the cultural backgrounds, the researchers

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feel that it is essential to provide certain details about these aspects in order to let the readers
understand quickly and asses the scenarios.
1.2.1 Research Platform: Sina Weibo
1.2.1.1 Introduction of “Sina Weibo”
“Sina Weibo” is a significant communal media platform seen in China in the present
time. The development of certain Wanghong and a set of performance after their fame in a
precise extent will replicate on the platform of Weibo (Huang et al. 2016). In this paper, three
Wanghong scenarios are examined and Sina Weibo has been taken as the primary active
platform and the other social media like the Wechat play which is a supplementary function in
order to maximise increased viewer traffic and to attain the aim of attracting the fans.
The paper will make use of @uktimes as an instance in order to introduce briefly the
interface of Weibo.

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Figure 1: Homepage of @uktimes
When the users of Weibo enter on the homepage of the others, they can observe the
precise data of the bloggers. In the initial interface, the users can observe the Nickname of the
Bloggers and her followers can follow the amount of posts given in the Weibo. The Weibo users
can even follow the other users in a group or hashtag and it is seen that “Follow” explains that
the users, groups and hashtags that is followed by the users.
The figure explains that in the bottom left, there is an orange logo in the name of “V
Weibo Certification” and this logo is a symbol in order to prove that @uktimes has been able to
satisfy the certain scenarios, so Sina Weibo has been able to certify her account as precise and
genuine and have considered it as an significant account; the following sentence that “famous
British and Chinese freelance culture on Sina Weibo is the information certification. The

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explanation is shown in the self-description of the bloggers. In Weibo, every one of the tag
contains a link and when the users click on a certain label, the individuals with similar tags can
be discovered. On the right side is the Timeline, which permits the users to choose an extent of
time and to observe the posts of the bloggers during that time (Wang et al. 2016).
If there is a sign of “See More” under the individual profile of the blogger, one can enter
another interface for their individual information as indicated in the next figure. There are further
information that is available as well like nickname, gender, location, slogan, domain name and
time of registration.
Figure 2: Information on @uktimes
The personal homepage is very much similar to the one seen in Twitter. In the
perspective of Weibo, the users can even disclose the text, Emoji, video, topic with hashtag,
photo and article.

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Figure 3: Weibo text box English Interface
The users can even select who can view the information that has been published that is
inclusive of the friend circle, group only view public and only me.
Figure 4: The audience users can select
Dissimilar to Twitter, Weibo had cancelled the 140 character restriction from January
2016 and the character limit was raised to 2000 words but the section which is more than 140
words will be hidden behind the tag of “See More” link. The users can see the full information
when they press on the link that has been provided.
1.2.1.2 Development of “Sina Weibo”
“Sina Weibo” was incorporated by “Sina Company” in the year 2009 but from a Western
point of view it can be explained as a blend of Facebook and Twitter and is primarily utilised to
look through the present events or to follow the individuals, groups and topics which one is
interested and to disclose the comments and views or the advises on the social platform.

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In China, there are several social public platforms and they concentrate on the various
fields like the Wechat.
By looking at the figure that has been provided below, Weibo has been the third
renowned social media that is available in China for past three years even though the percentage
of the users is falling year after year except for WeChat who has seen growth because of their
effective promotional and marketing strategies and it is still a vital social media (Wang et al.
2017). It is seen that in the mobile equipment, Weibo in the communal field has been ranked
second and this plays a key role in the life of public individuals.
Figure 5: Types of social media used frequently

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Figure 6: Types of social media used frequently
Conversely, in various social platforms, Weibo has convenient, instant and swift access
to the real time data benefits and Weibo not only has an effect in the news media, entertainment
and other aspects in sports bit even has a substantial role to perform on the distribution of the
data about tourism, TV series and finance. In accordance to Weibo, the report associated to user
development disclosed by Sina Weibo, the monthly active users was to the level of 222 million
and the aggregate daily active users was even higher by 100 million individual. In comparison to

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the similar time period for the past year, the number of active users has raised so as a social
platform there are certain benefits for Weibo. Weibo performs a significant function in the
promotion of internet in China. Hence, the this paper has taken this platform for the purpose of
research and Wanghong concept has been a part in this platform as an instance which can
effectively replicate the contemporary China Wanghong causes in the network atmosphere.
The posts that have been given in the social media platforms are not dominated by the
amateurs and the part time enthusiast by a hugely maturing and lucrative business. There are
several messaging applications that have more than million users and therefore is a competitive
ground among the producers as an article that is embedded in an advertisement and is circulating
for a huge worth of money. The value of the internet celebrity market of China has been
developing in an extensive manner and has increased to twice the amount that was incurred in
the year 2016.
The articles that are tongue in cheek and witty and generally embedded with entertaining
videos and photos can be shared with various other users and thereby making a socialising
function that permits the users to network by the sharing of the photos, articles and information.
1.3 Problem Statement
The problem statement explains the factors and the reasons in accordance to which this
research has been undertaken with the help of which answers can be discovered and thereby I
can conclude the research. Wanghong economy is a new economy that has evolved in China
presently and this has been an issue for the study as it is seen that income of the web celebrities
and their determinants is a crucial one. The paper would even look to assess the weekly, monthly
and quarterly development of income for the celebrities of Wanghong. The history of Wanghong

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economy is even required to be assessed. The explanation of these issues can be helpful in
completing the paper in a precise manner.
1.4 Research Objectives and Aims
The key goals and aims of the paper are given below:
 Assess the monthly income of the Wanghong celebrities in accordance to the number of
subscriber, views of the video and the overall video count
 Assess the level in accordance to which the income grows over a week, month and
quarter
 Assess how Wanghong economy has developed overtime
1.5 Research Questions
The researcher has looked to evaluate the processes of the three self-branding set ups of
Wanghong. The answers in association to the scenarios even include a research about the
responses of the clients who are associated with Wanghong. The research questions that have
been constructed by the researcher are as follows;
Q1. How monthly income of Wanghong Celebrities is related with number of subscribers,
uploaded videos and type of videos?
Q2. How income grows over a month and year?
Q3. How the Wang Hong economy has grown overtime?
1.6 Structure of the thesis
This introduction chapter primarily incorporates the purpose of the research and the
research questions constructed for this paper along with the data related with the background that

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is associated to the incorporation Weibo and the active platform of the research objective. The
thesis even looks to incorporate the mechanisms and the processes that are used in order to gain
the results and the methodology that has been used for the completion of the thesis.
\

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Chapter 2: Literature Review
2.1 Introduction
This section of the paper would look to explain the various variables that are related to
the concept so that an idea can be attained with respect its importance in the development of this
concept.
2.2 Wanghong
In the current years, Wangluo Hongren has become very renowned and popular group
break in to the users of the internet in the normal life and thereby have become the factor of the
explanation among the individuals. The researcher has looked to take assistance of the articles
that are related to the Wanghong economy so that an effective idea can be known with the help
of which the paper can be completed.
2.3 Definition, development and types
Wanghong is the abbreviation of Wangluo Hongren in Chinese and the word literally
explains internet celebrity which explains to an individual who receives attention and the
accomplishments that have been seen in the popular online websites. Even though Wanghong is
the section of Wangluo Hongren their logical importance in the Chinese network atmosphere has
gone through massive level of transformations (Li et al. 2017). Hongren in the context of China
is generally known to the individuals who are influential and authoritative within specific degree
and the meaning of Hong is more widespread and it can refer to the individuals who are
renowned and even highlights the events which have sustainably gained attention. Due to the
diversity of the words, the explanation of Wanghong stands for not only the individuals but even
the events and certain occurrences. In China, even the same word is the utilised to explain
renowned internet celebrities and the other renowned occurrences like the memes.

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2.4 The origin of Wanghong
The researcher has undertaken several searches in the biggest search engine of China and
thereby has discovered that initial appearance of the word came up in the year 2009 in the month
of September. Qi et al.(2016) declared a post which introduced three rich girls in Chinese Tianya
BBS with the title of Internet Beauty NADIA, DIDI, MIUMIU and this was the first time
Wangluo Hongren was symbolised as Wanghong. Even though the word Wanghong came into
appearance during this time, it was not used widely by the citizens of China not before the year
2012.
In the year 2012, certain girls and boys who gained extensive attention with the help of
their appearances had been blamed by the residents in accordance to their series of the attitudes
and the behaviours inclusive of showing off improper behaviour, rich and the most vital factors
was the variation among their online photos and their actual appearances. The word Wanghong
was generally and extensively used after this set of the acts were exposed. The figure below
explains a comparative search among Wanghong and Wangluo Hongren by making use of the
Baidu index and there has been observation in the year 2012, the Wanghong line slowly
increased while the search volume of Wangluo Hongren started falling.
The term Wanghong from the time when the concept was developed does not encompass
all the ideas and concepts of the renowned objects, people and occurrences etc. During the initial
phase, it was exploited as a critical term and condemns certain people especially in the improper
in the behaviour of the young women (Wu et al. 2017). The research has even tried to elaborate
on how Wangluo Hongren developed, emerged and gradually become an advanced culture of
network.- Wanghong over the tenure of 20 years.

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2.5 Research on Wanghong
Internet celebrity, micro celebrity or Wanghong generally called by the Western scholars,
various experts in various cultures have their knowledge and understanding. Alimujiang et al.
(2016) has explained that Wanghong are the direct outcome of the economic relations and the
modification and the profit association’s multi polarisation. It is due to the fact that development
of the economic relations with the development of internet technologies has motivated
individuals to share their ideas and skills in front of others. Their general characteristics is that
they are reliant in the network as their communication media so that their strong longing of the
performance that can be accomplished on the internet instead of the offline and their model that
would reach the zenith as the users of internet assisting and despising them. This observation is
similar to the view of Theresa Senft on micro celebrity. Micro celebrity is explained by Theresa
Senft in her own book and she explains the process of micro celebrity as a new kind of online
performance that is associated with the individuals who are developing their popularity
technologies that are related to web like the blogs, video and social networking sites. This
explanation was initially started in the year 2008 but primarily the scenario and the meaning has
been defined and can be discovered in the network no matter in China or the other nations over a
long time ago.
From the observations given by Qi et al.(2016), it is seen that the researchers debate that
micro celebrities and Wangluo Hongren make use of the network as the external mechanism in
the method of undertaking the fame, public positive contribution or even not going for
participation that plays a vital role and simultaneously no matter the performance or the desire of
expression they are subjective characteristics that make the celebrity renowned and popular.

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Some of the researches in the Chinese economy have expressed that internet celebrity in
accordance to various media forms of carriers which they segregate into the time of internet
celebrity text and the decade of graphic internet celebrity and the decade of video internet
celebrity. In the current time period in the Chinese researches that are based on internet celebrity
lend this process and undertake a similar explanation in order to discover the correct answer to
the issue. By looking at the classifications that have been explained earlier, it is seen that most of
the researches regard the enhancement of Chinese Internet and the associated technology as the
key basis for segmenting the celebrities of the internet (Chen et al. 2015). At the initiation of the
development of the Chinese internet, the common network users had to depend on the services
coming from the dial ups in order to have an access to the internet, which could only attain
speeds up to few tens of the kbps. In this scenario, text as a messenger is the key process to
exchange and disseminate the data which contributes to the popularity and the fame of the people
who are dependent on writing. After the year 2000, the implication of broadband has
significantly enhanced the network speed for the users of the network which generally created
the scenario for downloads and uploads of pictures and videos. In the previous decade, with the
huge scale utilisation of the technology of mobile internet the advertisement and promotion of
smart phones and the development of short video recordings and their software and platforms for
broadcasting have enhanced the general public to release their personal attitude behaviour video
to the internet at any point of time and from this perspective there are indeed more and more
individuals depending in the video releases and becoming an internet celebrity which is known
as Podcast Internet Celebrity decade which has certain truth as well.
No matter of micro celebrity and internet celebrity, it has been observed that the foreign
and the Chinese researchers are researching and explaining about the fundamental objective of

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the research and the explanation of the Chinese researches which generally criticises the speech
and behaviour of Wanghong and even has a discussion of the economy of Wanghong. The
researchers from the west even look to explain how micro celebrities implement recognition in
the market in order to generate their own brand (Qi et al. 2016). However, in case of the Chinese
current scenario, no matter what the researchers have said they may have missed certain part of
Wanghong even though generally saying what is called the Wanghong economy is explained by
the researchers is the cyber stars but then explanation will be done in more detail in the next
section of about the meaning of Wanghong in the present network culture of China.
2.6 The evolution of Wangluo Hongren to Wanghong
2.6.1 from the year 1998 to the year 2004
The so called Wangluo Hongren in the initial era is the extensive utilisation of the
context. The individuals receive attention by writing and publishing novels. Li et al. (2016) have
a belief that the development of the initial generation of Wangluo Hongren was in the year 1998
due to the style of writing that combines with the popular culture and the expression through
language during that time due to which the novel became so fame in the society. The authors
were the key object in that era of Wangluo Hongren irrespective of the fact that they wrote
diaries or novels.
2.6.2 Wangluo Hongren in the year 2004 to the year 2012
In second decade of Wangluo Hongren explained that the renowned people depended
primarily on the videos and pictures but the information in the videos and pictures were different,
funny, humorous, lovely and pure in all maverick languages and these were the information that
could easily attract the attention of the individuals either intentionally or unintentionally and
astonishingly some of them became successful and stood out of the rest. Furong Jiejie became

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one of the distinct participants who addressed herself as a full of narcissism and said that she has
a glorious and enchanting appearance and pure temperament so that wherever she went she
would be able to attract anybody. Conversely, on the exposure of her pictures that was not shared
earlier, entities discovered that she was not so called glamorous in the conventional mindset. But
from her individual Weibo introduction, she later became the CEO of Beijing Furong
International CultureMedia Co Ltd which have been possible from the experience of Wangluo
Hongren.
2.6.3 Wanghong from the year 2012 to the year 2016
During the year 2016, the word Wanghong came into existence and it replaced the
complex term of Wangluo Hongren. However, during that the term Wanghong was different as it
referred to a girl who was beautiful and had a sweet face and an enchanting body. They would
upload pictures voluntarily to the internet network and the people who are really beautiful and
outstanding and had an appealing personality would stand out and would become a high profile
individual and would therefore be awarded the title of micro celebrity. On the other hand, as
explained earlier, they are even abused by their fans because of their misconduct and self-
materialization (Zhu and Tang 2016). Therefore, it can be understood that from the initiation of
the usage of the word Wanghong it generally contains the criticisms of the individuals that
comes out of their emotions and a strong colour of derogatory.
2.6.4 Wanghong from the year 2016 to the current time period
Wanghong in this time in many ways is similar to the present web celebrity even though
the society still cannot come out of the idea that micro celebrity is similar to the online fashion
trend and model. In the current time period the word Wanghong not only includes the people but
even the things and certain phenomena of the network. It transmits emotionally generally from

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the active to the neutral word. The limitation of the initial era of Wanghong and the second phase
of Wanghong is very vague but an incident that was noticeable in this time period was Papi
receiving modelled finance. In the year March 2016, the funny video blogger Papi was able to
receive 12 million worth of investment which shocked the network users. Papi was able to attract
many fans by recording short videos and thereby Papi was able to attract 10 million fans within a
span of four months.
2.7 Different types of Wanghong
The word Hong can be termed as a noun in the word Wanghong which means people who
are popular. In the same manner as an adjective it explains that an object or a person and even a
popular event. The development of the process of Wanghong in china in that matter is inclusive
of both the so-called micro celebrity or internet celebrity and even the segments of the
information related to the culture (Qi et al. 2016). Wanghong is more than an individual aping up
but even encompasses some of the unanticipated events and fame. Furthermore, Wanghong
initiates the shared social consequences which are even a characteristic of Meme and thereby
look to explain Wanghong in such a macro process and to imply to all kinds of classified
Wanghong. The features of Wanghong have been explained as follows:
1. The social figures who undertake a firm dependence on the pictures that have been
uploaded are taken by chance. For the current time period, the huge majority of the
belongings of Wanghong to this section are popular for their distribution over the internet
with very few of them likely to appear in the conventional media first and then into the
network, in this kind, due to the fact that the individuals passively become Wanghong
and not every one of them are happy due to this fame and certain individuals even feel
very much concerned to distribute their daily lives. Wanghong could be over and done in

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a very short time span if it is not subjective to preserve their reputation. This type of
Wanghong in china is generally called the Wanghong picture and Wanghong expression
they are primarily utilised by the public to express their emotions and feelings and this is
even known as the Wanghong expression time of survival and is even very short in the
internet as well. For a very long year or just a few years, the person would disappear and
few individuals will mention again.
2. The behaviours, expressions and the actions undertaken by the general people memes of
the internet but the individuals are not as famous as their meme. The individuals may not
be so much interested in the values in this form of memes.
3. The international celebrities of the internet even referred to as the general micro celebrity
addresses the individuals who look to become micro celebrity with the help of whether
revealing their own pictures or disclosing radical and compelling comments or
performing entertaining actions (Mayston et al. 2017). They are consciously voluntary
and look to be famous in the internet.
4. Object Wanghong: This is the process with the help of which the Wanghong economy
looks to explain the aims and objectives of the internet celebrities and how they have
been able to influence their fans with the help of their videos and photos. The pictures
and videos are remembered by all but the name is remembered due to their unique feature
and postures.
5. Wanghong is known to be the phenomenon meme that a special action imitated by the
individuals and thereafter are re-uploaded with several interesting outcomes. This
consequence meme may be inclusive of one or more components and the mechanisms
like the research photo shops, Photo Fads etc from the meme classification of Shifman

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which can be observed as an innovative variant of the meme after the screen capture role
and the recording of the short video function appears.
In a summary it can be said that the Chinese Wanghong is overlying with the micro celebrity
who is accepted generally by the western community with a wider context. The similar thing is
that they are all inclusive of the people who are interested in making themselves renowned and
popular on the internet and maintaining their status with the assistance of several means. The
difference is that in the actual sense, Wanghong is even inclusive of the ones who do not look to
be exposed in the internet environment and create a sensation; the celebrities in reality who are
renowned in the network; other species and even the ones that are non-living; the account
manipulated by the team or an individual and so on. In this situation, they are making use if the
internet and various other advanced mechanisms in order to improve their popularity in he
network (Wang 2017).
2.8 The reason for the success of Wanghong
The question that is related to the issues that how Wanghong became successful, the
foreign and the Chinese researchers have provided their answers. Distinctively, points of
standing for the two sides are different relatively as the foreign researchers look to be more
focused on how a micro celebrity develops their individual branding and on the other hand the
Chinese researchers look to make use of the knowledge of the communication and linguistic to
assess the audience and the market and they are more worried about the extrinsic factors which
leads to micro celebrity in order to gain fame (Wang et al. 2014).
2.9 Internal Factors: Self-management of Wanghong
Distinct to the audience that is seen in the era of mass media, the audiences in the current
period become the clients who can influence the market. This transformation in the status can be

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addressed by the concept of the affective economics. Affective economics explains an innovative
disclosure in the brand research and marketing that concentrates in the emotional commitments
of the consumers and makes the brands as a core motivation for their decisions associated to the
purchases (Liu et al. 2017). This new theory of marketing focuses on the emotional factors of the
consumers when they are purchasing and observing. Even though the concept of affective
economics is utilised to address the strategic adjustments of the events and the advertisements
undertaken by the television producers to their clients in the age of internet especially looking at
the rise in the culture of participation, affective economics is a primary thing to Wanghong who
like the internet celebrities look to maintain the popularity with the help of the existent fan
management.
2.10 The establishment of self-branding
Irrespective of the fact that whether the person is a tech genius or an make-up artist, and a
director of film, the internet is just like an immense talent show market where certain talented
individuals will always be chosen from the crowd by the audience who are the judges and they
would be the one who would be making most of the money (Wang et al. 2017). The
development of self-branding is inclusive of the both self-recognition and the judgment of the
values of Wanghong and signifies their estimates for the online market. In this mechanism,
certain individuals may look on their initial brand, but other individuals adjust their scenario
slowly.
2.11 Authenticity in the core of self-branding
The word authenticity refers to a key factor for Wanghong and internet celebrities. Wang
et al. (2014) has debated that authenticity is a key segment of the practise of self-branding.
Authenticity is looked upon as the unqualified, real and biological event. Wang et al. (2014) has

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even acknowledged in their articles that this authenticity has a close and direct relationship with
the incorporation of the popularity of micro celebrity. The authenticity is segmented into three
layers and the first layer explains the real features, the second layer comprises of exposing the
distinct data and the third layer comprises of interacting with their fans.
During the era of television, the researchers have realised that personal disclosures is a
primary focus for the interview in the talk shows where the guests come in order to show their
actual self where they can have a meeting of how they feel and reflect on their personal lives
with impunity. There have been certain individuals who have debated that the actual selves they
disclose to the others are just the extension of their previous experiences of acting and the
audiences are always willing to have a believe that these characters are their actual inside
feelings and thoughts and their personalities. In the era of internet this point becomes extremely
essential. There have been several conventional celebrities whose behaviour in the platform of
social media are even expected to be seen in the reality shows.
The second layer of authenticity is the exposure of the distinct information. This is
hugely interlinked with the strong desire of the individuals of looking at their own private lives.
When the audiences want to know more about the Wanghong, they want to receive more specific
information about this individual and let them become their familiar stranger. Conversely, no one
can make a promise the objectivity of authenticity (Qi et al. 2016).
In the third layer the engagement of Wanghong with the audiences can be inclusive of
both the offline real meetings and the communications that are made online. In this case, the
audience have more opportunities to make simple contacts with Wanghong and it does not look
to cost Wanghong in order to engage in writing comments and posting likes which makes the
communication a very simple one. There are certain individuals in Wanghong who in order to

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construct a deeper relationship with their fans and construct for the others an effective myth
some of whom undertake small gatherings and the others who preserve a large scale meetings
and discussions.
2.12 External factors: Internet users and fans
Wanghong who tries to maintain fame and maintain the heat looks for a large number of
work outputs whether it is a video or a text and the most significant thing is that in the network
sub-culture and the curses are even seen as a sign of sub version of the conventional culture in a
class of the sub cultural groups and the curses are communicated by the fans as the truth and the
happiness and they would even use such words to anticipate the character of Wanghong.
2.13 The power of the fans
When the fans follow the economy of Wanghong, they are normally engaging in a
enjoyable cultural consumption practice. Shen et al. (2016) has a belief that the fans in the
selection of their favourite stars are highlighting a kind of their own quality on the stars and then
by imitation and in the end introducing the enhanced quality of the stars to their own self. The
factor due to which certain Wanghong can be enthusiastic assists is due to the fact that the fans
can observe themselves or someone they want to become through Wanghong. A Wanghong that
is successful often comes out of the mediocrity but breaks out through mediocrity.
Some of the Wanghong even projects the role of the transitional objects which has
proposed by Qi et al. (2016). In certain cases the development of the Wanghong even provides a
platform for the fans to develop their own feelings, the success of Wanghong provides the
authority for their individual success and furthermore, the success of Wanghong becomes a
victory of the fans.

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2.14 Summary of the literature
This chapter associated with the literature review has looked to address the concept of
Wanghong and how it has been similar to the other concepts that have been explained by the
other researchers from the Western society in order to make a comparison of the same and reveal
the differences. The development of the Wanghong concept and its emergence from the
beginning to the current period is even explained so that effective knowledge of the concept is
attained. The various issues that are associated with the concept are even discussed and the
several types of Wanghong concept is even explained. The explanation of the concept provides a
brief idea with the help of which this thesis can move ahead for the collection of the data that can
be exploited for the intention of completing the research paper.

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Chapter 3: Research Methodology
3.1 Introduction
This section of the paper tries to explain the kind of data that would be collected and the
process that would be used in order to collect the data. The explanation of the data would even
be given in this section in order to undertake the process of data analysis and the process that
would be used for the purpose analysis. The methodology that has been used has even been taken
into consideration with the help of which the research can move forward effectively.
3.2 Outline of the method
The outline of the process looks to address the actions and the direction that would be
followed by the researcher in order to attain all the elements that needs to be taken in the
methodology section. The tools and the equipment that would be used in this paper have been
outlined with the help of which the entire research process can proceed in a timely manner and
thereafter attain the desired outcome (Lewis 2015). The process of collecting the data and the
kind of data that would be used in this paper is outlined so that the reader can have proper
knowledge on the same. The methodology that has been selected and the approach that would be
used based on the topic have been addressed as well. The explanation of the data is even done in
order to create an idea about the number of observations that have been used and the units that
have been used for the purpose of measurement in order to attain the desired results (Mackey and
Gass 2015). The current outline that has been explained if followed accordingly would assist the
researcher to attain their desired objectives and accordingly gain fruitful results.
3.3Research Approach
The present research thesis has the intention of providing an idea to the readers about the
concept of Wanghong in the economy of China and therefore deductive approach needs to be

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incorporated because due to the fact that the thesis would undertake quantitative data assessment
in order to have an understanding and the idea about the data that would lead to precise results
for the completion of the thesis. The deductive approach will therefore utilise the data that is
already existent in the economy and with the help of which the real outcome of the paper can be
attained. As deductive approach is being used in this research, which is associated to making use
of the theories and models that are already available, it is seen that the researcher has to construct
hypothesis for the study in accordance to the existent models and theories with the help of which
the data that has been gathered would be examined with the constructed hypothesis and
accordingly the hypothesis that would be accepted and the ones that would be rejected would be
understood.
3.4 Research Hypotheses
The research hypotheses refers to the principle, proposition and the conditions, which is
without any kind of beliefs in order to attain their practical outcomes and by this process assess
their records with the evidences which are known and which can be ascertained. In this manner,
the hypothesis that has been constructed for this thesis paper has been explained as follows:
Hypothesis 1
H10: There is no significant relation between number of subscribers and their estimated yearly
earnings
H1A: A significant relation exists between number of subscribers and yearly income of the
Wanghong celebrities.
Hypothesis 2
H20:

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H2A: The number of video views positively influences yearly income of the celebrities
Hypothesis 3
H30: There is no statistically significant relation between the uploaded videos and yearly income
of the celebrities.
H3A: A statistically significant relation exists between uploaded video count and income of the
Wanghong’s celebrities in a year.
3.5 Research Design
The research design assists the researchers with the benefit and the chance of coursing the
thesis in the way that would be help in gaining the actual outcome that is in accordance to the
objectives of the thesis. Gast and Ledford (2014) have explained that design of the research
assists the researcher to discover the references by constraining their outcome that is desired
within which the remainder section of the overall research is performed on the goal that has been
highlighted. The research design usually has three kinds and they are the exploratory, descriptive
and the explanatory research design. It is seen that the exploratory design of the research is
primarily undertaken to discover the factors that are behind the confronting issues of the research
problem. The research that is explanatory in nature assists the researcher in addressing the cause
and effect association by anticipating the probable future results of the process that is ongoing.
The descriptive research design looks to address and explain the problems and the factors
that are faced by the thesis. It generally provides an opportunity to the researcher to extend their
knowledge and understanding of their foundation.
The research that is under consideration has the intention of explaining the concept of
Wanghong in China and even making comparisons with the similar concepts that are available in

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the economy. The thesis even looks to address the factors that have an influence on idea of
Wanghong. Hence, the thesis focuses on understanding what Wanghong is and how it is
expanding in the global aspect and therefore descriptive research design has been incorporated
and thereby outcome that is essential can be attained. The other designs are not ideal for this
thesis due to the fact that they are unable to address the factors and the problems that are
associated with the thesis in an effective way.
3.6 Process of Data Collection
The process of collecting the data consists of explaining the methods and the processes
that have been used in order to gather the precise data related to this paper and thereafter take
comprehensive analysis (Humphries 2017). The data has been collected has been found by taking
assistance of several websites and internet sources where data on the internet celebrities with
respect to their income, views, subscribers and the number of video upload counts. The data
available on these aspects have been helpful in creating an understanding about the celebrities
and accordingly gather knowledge about how they contribute to the Wanghong economy. The
most extensively used website has been “socialblade.com” where relevant data on the celebrities
were available. The measurement of the data has been done on the basis of the analytical tool
that has been used and accordingly gathers knowledge on the materials that would provide
effective results on this topic. The secondary data has even been collected from relevant articles
and journals that are related to this topic and thereafter attain some idea that would be helpful in
the completion of the research paper.
3.7 Quantitative data
Quantitative data are the segments of the information which can be assessed to
disseminate the collected data in accordance with the results of the thesis. Panneerselvam (2014)

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have cited that quantitative data gives the data on the aspect of the inclination of the human point
of view on the Wanghong concept. The researcher has looked to collect the secondary data for
this paper as the secondary data is the most precise one that can be helpful for the completion of
the thesis and answering the issues that needs to be addressed in this thesis paper.
3.8 Secondary Data
The secondary data is gathered by taking assistance of the articles and journals that have
been published by the Chinese and the western scholars in order to provide in-depth insight on
Wanghong. Data has even been collected from the previous researches and several internet
sources in order to have an idea about the concept of Wanghong. The videos and the photos that
have been uploaded by the internet celebrities are viewed in order to have an understanding
about the number of likes and subscribes and thereby a comparison is done with the help of
which the money that would be received by the celebrity would be known. The social website
sources are assessed in order to have an understanding of the money that is paid on the number
of likes can be known. The money varies on various websites and therefore all the sites are
assessed in order to have a proper understanding.
3.9 Sampling and sample size
Sampling is the process with the help of which the data that has been recorded are
segmented from a large pool of information. The data related to Wanghong needed to be
segregated from the similar concepts and thereby an idea has been attained with the help of
which precise results can be attained. The sample size that has been chosen has comprised of 30
respondents and these respondents have actually been the internet celebrities who are currently
existent in the economy. The sample has been created with the help of random sampling and
thereby a sample size of 30 respondents has been chosen. The income, number of video upload

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count, subscribers and views of the individuals who receive money for uploading the videos and
obtaining the number of likes and shares will be taken into consideration. The information
available within this tenure would be used in order to gain effective results.
3.10 Data Analysis Plan
The information has been assessed by taking assistance of the several tools that is
available to the researchers and in this aspect, Neuman and Robson (2014) has explained that the
usage of the precise mechanism can lead to desirable results. The researcher would undertake
econometric assessments in order to gain results that would be useful in concluding an
understanding about Wanghong. The data that has been taken into consideration mainly consists
of the income that is received by the internet celebrities from time to time and thereby an
understanding of the amount of income that is received can be understood in an effective
manner. The monthly income of the internet celebrities have been taken into consideration and
accordingly the development of development of Wanghong economy and their effect on
individuals can be understood. The researcher has looked to make use of the Excel application
with the help of which various tools and techniques can be used so that appropriate results can be
attained.
3.11 Ethical Consideration
The researcher has made use of effective and fair and true codes that have been laid down
by the international and government bodies in order to perform the functions in process of data
gathering. The secondary data has been attained from the diversified precise, authentic and valid
sources in order to make the dependability of the outcome of the thesis. The researcher also has
assessed the data twice before making use of the same in the analysis of the data.

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3.12 Summary
The summary of this section therefore looks to address the fact that authentic results are
essential in order to conclude the research thesis and therefore the researcher has looked to make
use of the techniques that have been discussed earlier and thereby collect the data that can be
used in the next section of the thesis and accordingly discussions can be undertaken with the help
of which the thesis can be concluded.
Chapter 4: Results and Discussion
4.1 Result Analysis
Different econometric tools are used to analyse the economic status of newly emerged
Wanghong economy of China.

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4.1.1 Relation between income of Wanghong’s celebrities and number of subscribers, video
count and type of uploaded videos.
The following three hypotheses are framed to evaluate the relation between income and related
variables
Hypothesis 1
H10: There is no significant relation between number of subscribers and their estimated yearly
earnings
H1A: A significant relation exists between number of subscribers and yearly income of the
Wanghong celebrities.
Hypothesis 2
H20: No significant relation exists between type of uploaded videos and yearly income.
H2A: Income significantly depend on the type of uploaded video.
Hypothesis 3
H30: There is no statistically significant relation between the uploaded videos and yearly income
of the celebrities.
H3A: A statistically significant relation exists between uploaded video count and income of the
Wanghong’s celebrities in a year.
Descriptive Statistics
Thirty Wanghong celebrities belonging to different fields are selected. The number of
subscribers, viewers of videos, number of uploaded videos and estimated earnings data are

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collected for each of the celebrity. In order to find whether any particular type of videos has any
influence on income, type uploaded videos that is whether the person belong to field of music,
dance or any other have been also recorded. The information about sample number of celebrities
are collected from a social networking site called social blade.
Table 1: Descriptive Statistics for number of Subscribers
Subscribers
Mean 6169851.833
Standard Deviation 8361960.53
Minimum 2575
Maximum 31319773
Number of subscriber is a direct indicator of popularity of a celebrity. For the thirty
chosen celebrity average number of subscribers are approximately 6169852. This means nearly
6169852number of people subscribes channels of these celebrities. The standard deviation is
8361960.53. As standard deviation is greater than mean, the distribution of subscribers is
volatile. For the celebrities’ maximum number of subscribers are 31317198. The highest number
of subscriber is for Canal Kond Zila, who is a music video producer, director and screenwriter.
Number of subscribers is as low as 2575. The celebrity named Sambok Chenda has the lowest
number of subscribers.
Table 2: Descriptive Statistics for Video Views
Video Views (million)
Mean 3170.754107
Standard
Deviation 5355.541025
Minimum 1.152624
Maximum 20839.01589

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Number of viewers of videos is another indicator of popularity of a celebrity. For the
thirty chosen celebrity average number of video views are 3170.75 million. This means nearly
3170.75 million people view the uploaded videos of these celebrities on an average. The standard
deviation for video view has been 53555.41025. The higher value of stanndard deviation implies
that the distribution of video views is highly dispersed. For the celebrities’ maximum number of
video views is for Ryan having video views of 2083.9015890. The video views can be as low as
1.152624. The lowest video views are for Sambok Chenda who also has lowest number of
subscriber.
Table 3: Descriptive Statistics for uploaded videos
Uploads
Mean 602.5667
Standard
Deviation 1565.454
Minimum 24
Maximum 8592
The next important aspect to be considered is the number of uploaded videos of each of
these celebrities. The average number of uploaded videos is approximately 603. This means
nearly 603 videos are uploaded on average. The standard deviation for video view is 1565.454.
As standard deviation is greater than mean, the distribution of uploaded videos therefore has
much variation. Maximum number of videos are uploaded by The Ellen Show with number of
uploaded videos are 8592. Ou Hao uploads the least number of videos with video count being
only 24.

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Table 5: Descriptive Statistics for Estimated Annual Income
Yearly ($)
Mean 5812166.667
Standard Deviation 10714624.5
Minimum 2600
Maximum 40200000
The yearly average income of the celebrities is $5812166.667. The distribution of annual
income is highly volatile like the distribution of monthly income. Ryan again has highest annual
income and Papi Memo has the lowest yearly earnings.
Correlation
Table 6: Correlation Matrix for Estimated Annual Earnings, subscribers, video views and
Uploaded videos
Yearly ($) Subscribers Video Views Uploads
Yearly ($) 1
Subscribers
0.80342236
5 1
Video Views 0.95830779 0.8200699 1
Uploads
0.22774760
6 0.42874457 0.361319556 1
The annual income of celebrities depends on a number of interrelated variable. For
example, number of video view expected to influence the number of subscribers. Similarly, the
upload influences video views and hence, subscribers. All the three variables influence income
of the celebrities. The correlation matrix represents the relation between these variables. The
correlation co-efficient for estimated earnings and number of subscribers is 0.80. The correlation
coefficient is close to 1, implying a strong positive correlation between number of subscribers
and their earning. Therefore, income is expected to be increased with an increase in number of

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INTERNATIONAL BUSINESS AND ECONOMY
subscriber. Earning has a positive relation between video views. The estimated correlation
coefficient is 0.95. The correlation coefficient lies close to 1. Therefore, a strong positive
relation exists between earnings and video views. The argument is further supported by the
strong correlation between video views and number of subscribers. The correlation coefficient
between subscribers and video views is 0.82. Therefore, as the number of views for videos
increases the number of subscribers increases as well leading to an increase in annual income of
the celebrities. A weak positive relation exists between uploaded videos and annual income.
The number of uploaded video has a positive association with number of subscribers and number
of video views. The corresponding correlation coefficients are 0.43 and 0.37 respectively. This
means as celebrities are uploading more and more videos, number of subscribers and number of
video views are likely to increase. The correlation coefficient between annual income and
number of uploaded videos is 0.23.
Regression
Table 7: Summary output of multiple regression
Regression Statistics
Multiple R 0.85
R Square 0.72
Adjusted R Square 0.69
Standard Error 5960581.40
Observations 30
ANOVA
df SS MS F Significance F
Regressio
n 3.000 2405550374334790.000 801850124778262.000
22.56
9 0.000
Residual
26.00
0 923741795051880.000 35528530578918.500
Total 29.00 3329292169386670.000

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0
Coefficients
Standard
Error t Stat
P-
value Lower 95% Upper 95%
Intercept 1434462.07 1573469.38 0.91 0.37 -1799850.56
4668774.7
1
Video
dummy
-
5623130.96 2364315.31 -2.38 0.03
-
10483050.68 -763211.24
Subscribers 1.19 0.15 7.91 0.00 0.88 1.50
Uploads -1504.08 813.20 -1.85 0.08 -3175.64 167.48
The relation obtained from the correlation analysis is further examined using econometric
tool of regression. In the regression equation the estimated annual income is taken as the
dependent variables. From the correlation matrix a very high correlation is obtained between
video views and number of subscribers. Including both the variables in the regression thus can
have the problem of multicollinearity. Therefore, only number of subscribers is included in the
regression analysis. A video dummy is created that takes a value of 1, if the video is a music
video and 0 otherwise. The video dummy and number of uploaded video are the two other
independent variables. The regression equation in its standard form is given as
Earning=a+ ( b∗subscribers ) + ( c∗vide o dummy ) + ( d∗number of uploads ) +ε
Where, a is the intercept; b, c and d are the coefficient for number of subscribers, video
dummy and number of uploads; ε is the error term.
From the regression result, the estimated equation is obtained as
Earning=1434462.07+ ( 1.19∗subscribers ) − ( 5623130.96∗videoviews ) − ( 1504.08∗number of uploads )
The value of adjusted R square obtained from the regression output is 0.69. The obtained
value indicates a moderate relation between yearly income and chosen independent variables. In

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INTERNATIONAL BUSINESS AND ECONOMY
the estimated model the value of correlation co-efficient implies number of subscribers, video
types and number of uploaded videos together explains nearly 69 percent variation of annual
income of the celebrities. The co-efficient of number of subscribers is positive while the co-
efficient for uploaded video is negative. The estimated coefficient for number of subscriber is 1.
19. The positive co-efficient implies a positive relation between subscriber and annual income.
However, the p value for the co-efficient is 0.00.As the p value is less than the significance value
of 0.05, the null hypothesis of no significant relation between number of subscribers and annual
income is rejected. The estimated co-efficient corresponding to video dummy is -5623130.96.
The negative co-efficient of video dummy indicates that those who are uploading music videos
have a lower annual income than those belong to other fields. The p value of the concerned co-
efficient is 0.03, which is less than the significance level. This in turn implies rejection of null
hypothesis of no significant relation between types of videos and yearly income of the
Wanghong’s celebrities. The co-efficient for uploaded videos is negative having a value of -
1504. 08. This means with increase in number of uploaded videos, income is likely to be decline.
The co-efficient is not statistically significant at 5% level of significance implying the relation
between uploaded videos and annual income is not statistically valid.
4.1.2 Income evaluation of Wanghong celebrities overtime
For evaluating income overtime monthly and yearly income of the celebrities are taken
into consideration. Then analysis is done to find out whether income increases overtime.
Descriptive statistics
Table 8: Descriptive Statistics of monthly and yearly income
Monthly ($) Yearly ($)

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Mean 488586.2333 Mean 5812166.667
Standard Error 165169.0436 Standard Error 1956213.845
Standard Deviation 904668.1096 Standard Deviation 10714624.5
Minimum 213 Minimum 2600
Maximum 3400000 Maximum 40200000
Average monthly income of the thirty celebrities is $488586.2333. This means the
Wanghong celebrities earn on an average $488586.2333. The income estimates are obtained
from a social networking site namely social blade (socialblade.com 2018). Earnings can be as
high as $3.4 million and as low as $213. Among the ten celebrities, the highest income earner is
Ryan who is also having maximum number of video views.Papi Memo has the lowest income.
The standard deviation of monthly income is 904668.1096. The higher standard deviation for
monthly income distribution implies income is largely variable among the ten celebrities. The
yearly average income of the celebrities is $5812166.667. The distribution of annual income is
highly volatile like the distribution of monthly income. Ryan again has highest annual income
and Papi Memo has the lowest yearly earnings.
Chart 1: Monthly and yearly average income of the celebrities
Monthly ($) Yearly ($)
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
488586.233333334
5812166.66666666
Average Income

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INTERNATIONAL BUSINESS AND ECONOMY
Celebrities’ income overtime
Chart 2: Monthly income of Wang Hong celebrities
Ranz Kyle
Gingerlemoncola
Mingja
Food Ranger
Bomba
XO
Ryan
Jake Paul
MalumaVEVO
LuisFonsiVEVO
PowerJV-Rap Romantico
Z ZQ
Sambok chenda
SiaVEVO
Fang BinXing
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
Monthly ($)
The figure above shows the monthly income statistics of thirty chosen Wang Hong
celebrities. As suggested from the descriptive statistics the monthly income distribution is highly
volatile. Some celebrities like Ryan, Canal Kond Zilla, Jake Paul, TheEllen Show, Maluma
VEVO and Nicky Jam TV has significantly higher income than others. Ryan Toys Review, who
uploads review of toys has the highest monthly income in the celebrity group. A music director
Canal Kond Zilla has the second highest income. Jake Paul, a video blogger has earned a
considerably higher income than celebrities like Ranz Kyle, Niana Guerrero, Bomba, Ling Bing
Yong and some other. Papi Memo has the lowest monthly income. Papi Memo is a rapper and
song producer.
Chart 3: Annual income of the celebrities

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INTERNATIONAL BUSINESS AND ECONOMY
Ranz Kyle
Gingerlemoncola
Mingja
Food Ranger
Bomba
XO
Ryan
Jake Paul
MalumaVEVO
LuisFonsiVEVO
PowerJV-Rap Romantico
Z ZQ
Sambok chenda
SiaVEVO
Fang BinXing
0
10000000
20000000
30000000
40000000
Yearly ($)
Yearly ($)
As like monthly income, the distribution of yearly income is has significant variation
among different celebrities. Ryan Toys review has the highest annual income followed by Canal
Kond Zilla, The EllenShow, Jake Paul, MalumaVEVO and some others. Those earning a
considerably lower annual income include Ranz Kyle, LuHan Studio, Food Ranger, Bomb, Papi
Memo and some others.
4.1.3 History of web celebrities in China
The history of celebrities is closely related with the history of social networking site . In
fact, without such online platforms people would never have the opportunity to become a
celebrity overnight. In fact, the basis of Wanghong economy is different social networking sites
and increasing number of internet users. The top five social networking sites in China are
Tencent QQ, QZone, Sina Weibo, We Chat and Pengyun. The following figure presents number
of users of these top sites.
Chart 4: Top five social networking site and its users in China

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Tencent QQ Q Zone Sina Weibo We chat Pengyou
0
100
200
300
400
500
600
700
800
900 830
755
600
468
260
Top five social networking site in China
In terms of number of users Tencent QQ is in the top position. There are approximately
830 million users of this site. The site offers software related to instant messaging, online music,
social games, shopping, group chat, voice chat and microblogging. After Tencent QQ, the next
popular site is Q zone with having 755 million users. It is a social networking site that offers a
platform for writing blogs, sharing photos and other media. Sina Weibo, which is known as a
hybrid of Facebook and Twitter have 600 million users. The fourth and fifth popular social sites
are We Chat and Pengyou having 468 and 260 million users respectively.
These websites include both male and female users. The males’ participation in social
networking sites is higher than their female counterpart. The percentage shares of males and
females in total users of different social networking sites are 57% and 43% respectively.
Chart 5: Percentage share of male and female users of different social networks

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Femal
e
43%
Male
57%
Demographic of Social media
However, distribution of social media users with respect to age is not uniform. It differs
across the age groups.
Chart 6: Use of social network among different age group
19-25 26-30 31-35 36-40 40 and more
0%
5%
10%
15%
20%
25%
30%
35%
19%
30%
21%
12%
18%
Distribution of social media user by age
The people belonging to the age group of 26 to 30 dominate the other age groups. This
group constitute 30% of total social media users. The second highest user group is 31-35 years

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INTERNATIONAL BUSINESS AND ECONOMY
with a share of 21%. The age group ranged between 19 and 25 and that of 40 and more have
almost same percentage share of users. The lowest share belongs to the age group of 36-40.
From 2014 onwards, China has experienced the emergence of internet celebrities. The
Wanghong industry or the industry of cyber celebrities constituted rapid growth in 2016.
Chart 7: Growth of China’s Wanghong industry
The Wanghong Industry in China has experienced a boom since November 2015.
In China the most profitable types of cyber celebrities are fashioner as mainly based on
Taobao and Weibo. The internet celebrities have now become an integral part of online retail
business of China.
Chart 8: Contribution of internet celebrities in different categories of Taobao shops

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INTERNATIONAL BUSINESS AND ECONOMY
The popularity of internet celebs is indicated by their respective shares of followers.
Initially there are less number of followers but with passes of time and an improvement of
fashion, styles and other characteristic gradually there is an increase in followers.
Chart 9: Number of followers and their percentage share in the industry
less than 1.5 1.5 - 3.75 Greater than 3.75
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
Percentage share of followers in industry
In the Wanghong industry nearly 85% celebrities have less than 1.5 million followers.
12% have followers ranging between 1.5 million to 3.75 million and only 2% have followers
greater than 3.75 million.

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4.2 Discussion
The emergence and rapid spread of internet celebrities known as Wanghong economy has
now become an important feature of China’s economy. The growth of internet celebrities and
their income is closely associated with increasing use of internet and advent of different social
networking sites that offer people a broad online platform to showcase talent. The success of a
celebrity depends on number of subscribers to the channels, number of uploaded videos, viewers
of videos and type of uploaded videos. The combined effect of all these factors is reflected on
monthly and annual income of the celebrities. In the paper thirty celebrities are chosen from the
Wanghong industry and their income is recorded along with number of subscribers, viewers of
videos, number of uploaded videos and type of the uploaded videos. Number of uploaded videos
have a positive association with number of subscribers and that of the video views. As the
celebrities are uploading more and more videos more people views the videos. If they like the
videos, then they subscribe to the channel. Ryan Toys Review has maximum number of video
views and has nearly uploaded 999 videos. Canal Kond Zilla though has a smaller number of
video upload than Ryan Toys Review but has a larger number of subscribers. The celebrity
named Sambok Chenda has lowest number of video views and so are the subscribers. Ou Hao
has uploaded only 24 videos yet and have a number of subscribers of 2525. The number of video
viewers is for Sambok Chenda is 1152624. The Ellen Show the maximum number of uploaded
videos but has subscribers and video viewer less than Ryan and Canal Kond Zilla. This reflects
the number of uploaded videos is not the only determinant of number of subscribers and video
views.
The annual income of the celebrities is found to have a positive relation with number of
subscribers. This means, as more and more people subscribes the channels of these celebrities;

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the more income is earned by them. The number of uploaded videos however has an inverse
significant relation with income of the celebrities. This means uploaded videos do not always
work in favour of increasing popularity of the celebrities. Substandard videos actually adversely
affect the popularity of the celebrities and therefore, reduce number of viewers and subscribers
hampering their income. Lastly, annual income also depends on the type of uploaded videos. The
dummy variable shows music videos have a detrimental effect of annual income. As most of the
celebrities are likely to upload music videos people lose their interest on same type of videos and
this has an adverse effect on annual income. On the other hand, celebrities uploading videos
other than music are successful in gaining attraction of people and hence, provide a higher
income opportunity.
With passes of time celebrities have become more popular and experience a gain in
income. The monthly average is greater than that of yearly average. However, income is highly
volatile among the celebrities. In the Wanghong industry not all celebrities earn equivalent
income. Some of them are earning a considerably high income while other has yet not reached to
that level. Papi memo who is a song rapper has the lowest income. Canal Kond Zilla who also
uploads song videos has second highest income in this group. Therefore, higher income is not
associated with any specific type of videos rather it depends on number of subscribers, video
viewers and preference of the people.
The rise of Wanghong economy is largely attributed to increasing use of internet and
development of different social networking sites. Tencent QQ, QZone, Sina Weibo, We Chat and
Pengyun are some of the popular social sites of China having millions of users. The use of these
popular sites varies across age. These social networking sites provide an open platform for
sharing ideas and showcasing talents. From the end of 2015, the Wanghong economy has geared

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up. In online retailing it is seen that these web celebrities have become an important part. The
popularity of celebrity depends on number of follower. More than 85 percent stars have 1.5
million followers.
Chapter 5: Conclusion, Recommendation, Limitation and Future Work
5.1 Conclusion (Addressing the research aims and objectives)
This paper has looked to answer the factors and the characteristics of Wanghong
economy and the data analysis and discussion that has been completed in the earlier section have
been able to answer the issues were highlighted earlier. The key aim of the paper has looked to
highlight the objectives of the thesis. The conclusion of the paper has been able to explain the
fact income of the celebrities has a key role to play and therefore has influenced various other
individuals to join in this community. The development of Wanghong economy would be able to
provide create a parallel economy within the Chinese economy and thereafter a rise in the
economy can be observed. Therefore, primarily the research aims and objectives need to be
assessed.
Objective 1: Assess the yearly income of the Wanghong celebrities in accordance to the
number of subscriber, number of uploaded videos and type of uploaded videos.
The paper has explained monthly income of the celebrities of Wanghong as it is seen that
the celebrities associated with the internet gets paid according to the number of views and the
subscriber level of the celebrity. There needs to be a minimum view count over which the
celebrities get paid and there has been an observation that the amount that is being paid is
sufficient for them. The annual income is adequate and the celebrities follow a trend according to

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which they upload their videos in the internet. The overall video count of a video that has been
uploaded has an influence on the income that would be received and thereby the overall income
through the video upload can be known. Type of the video is another influencing factor for
yearly income. The videos other than music have found to offer a higher income to for
Wanghong celebrities.
Objective 2: Assess the level in accordance to which the income grows over a month and year
The data analysis that was undertaken has explained that income of the celebrities has
grown over the month and year according to the number of uploads that the celebrities have
made. The income of the celebrities are dependent on the number of uploads and the number of
views that have been made and therefore as the number of uploads increase over the month and
year the rise in the level of income increases as well. Therefore, rise in income over a week or
quarter is dependent on the number of uploads that have been made.
Objective 3: Assess how Wanghong economy has developed overtime
The paper has been able to evaluate the fact that economy of Wanghong has developed
over a period of time and the rise in the followers of the internet celebrities have been able to
explain that demand for becoming the internet celebrities have increased. The requirement for
earning income has influenced and encouraged new individuals to upload their videos in the
internet and thereby earn additional income. The development of technology and the rise in the
usage of the smart phones and other digital appliances have led to rise in individuals viewing
internet videos and therefore demand for such economy has increased. There has been a drastic
improvement in the economy of Wanghong in accordance to when it was incorporated and in the

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current time period. The development of new and improved technologies have motivated the
users to make use of these technologies and thereby post much improved and quality videos and
photos that would improve the likings of the users and satisfy them as a whole.
The paper in the initially has explained the background of the study where the Chinese
economy has been addressed and the history related to Wanghong has been explained. The
development of Wanghong with the advent of time has been explained and thereby an idea about
internet celebrity and a comparison about Chinese economy and the internet celebrity in the
Western region is addressed. The problem statement has been explained in this paper in order to
have an understanding about the issues that are present in Wanghong and therefore this research
has been undertaken. The research objectives and the aims have been constructed has been
described in this paper and thereby the outcome of the topic has been determined. Theresearch
question that has been framed looked to discover the outcome of the paper and the data analysis
section of the paper has addressed that all the questions have been answered in an explicit
manner.
The literature review of the paper has looked to answer the issues that have been
addressed by the other researchers who have research on similar topics. The history of
Wanghong along with how it developed with the advent of time. The articles have been even
provided an insight on the various factors associated with Wanghong and development of
Wanghong in accordance to the uploading of videos and the work of the internet celebrities. The
income that is attained from the video uploads and the sharing of the videos are given to the
celebrity and the income of the celebrity is dependent on the following of the fans and the
number of likes that they have given. The methodology section of the paper has highlighted the
process with the help of which data have been gathered and thereby precise results can be

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attained. The paper has therefore collected secondary data that was available from the various
internet websites and the video links of the videos that have been uploaded. The income that is
provided by the various social websites is collected from their internet sources and thereafter an
idea is obtained in accordance to the level of income an uploader earns. The research has even
looked to gather information from various books and journal articles with the help of which
history on Wanghong and the development of the economy can be understood. The data that has
been collected is taken from authentic sources and therefore results that have been obtained is
fair and true. The analysis of the data has been able to explain that income of the internet
celebrity has been rising in accordance to the number of uploads and the likes and views of the
videos. There exists a similarity in the Western internet celebrity and Wanghong and thereby
there has been a rise in the level of development of this economy effectively. The paper has
therefore has been able to explain the problems related to the topic and thereby this paper has
discovered the answer that have assisted in completing the paper in an effective manner.
5.2 Recommendation
The completion of a research paper leads to various outcomes and these outcomes are
used to discover the suggestions and the recommendations that can be used by the researcher and
the reader in order to have an enhanced understanding about Wanghong and how income from
this economy can be developed further. The recommendations that have been constructed from
this paper explains that income from video uploads can be increased with the help of which more
and more individuals can share their videos and earn money out of it. The other recommendation
that can be given is that new and improved mechanisms can be implemented with the help of
which the more precise ways of uploading videos and pictures can be undertaken that would
reduce the uploading time. These websites can even implement new technologies with the help

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of which once the views of the videos reaches the limit after which the payment can be given to
the uploader, the uploader would receive payment directly in their banks. This can encourage the
new uploaders to upload the video of their choice and thereby the industry of Wanghong can be
developed in an effective manner. The suggestion that can be given is that number of subscribers
can be increased with the help of innovative advertisements and offers. The social media can
even increase their level of revenue brining in advertisements in between the videos so that the
subscribers would be able to view them as well. Wanghong is indirectly promoting marketing of
various products with the help of the advertising them in their videos with the help of which the
subscribers can have some knowledge about the products that are being offered by other
companies. There is a huge scope of development in the economy of Wanghong and therefore
steps have to be taken with the help of which better development in this sector can be
undertaken. It is suggested that the Wanghong economy is assessed on a frequent basis with the
help of which a proper understanding can be maintained and the faults that are seen in this sector
can be mitigated successfully.The incorporation of these recommendations can enhance this
sector and thereby development in the Chinese economy can be observed.
5.3 Limitations of the Research
In every research paper, there are certain limitations that restrict the researcher from
obtaining an outcome that would provide much better results. There has been an observation that
limitation of time has restricted the researcher from taking a wider research background. The
availability of time aids the researcher to search from a wider area and discover the information
that is ideally suited for the research. More information would encourage the researcher to assess
the wider category of the paper and thereby gain answers that would improve the economy of
Wanghong and gain an effective idea about the Wanghong as a whole. The other limitation has

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been non-availability of adequate capital and finance. The availability of capital plays a vital role
in the construction of a research paper. The amount of capital that is available to the researcher
aids them in having an understanding about the processes and the tools that can be used in order
to collect the data associated with the research and the tools and the equipment that would be
exploited in order to assess the data. The availability of the adequate finance would motivate the
researcher to make use of effective techniques and processes that would be useful for
constructing a paper that is suitable for gaining the precise answers. The other limitation that is
seen in this paper has been that this paper has looked to gather data that is secondary in nature
and there are instances when there are probabilities that the secondary data may not be accurate
and may have been manipulated for the intention of making it suitable for the maker. The income
of the internet celebrities may not be explained in an explicit manner and there is likelihood that
the result obtained may not be fair and true. In this paper a sample size of 30 has been collected
however, analysis based on 100 respondents would have given out much better results. The
mitigation of these restrictions can improve the results that have been obtained in this paper and
make the paper even more effective.
5.4 Further Research and Future Work
Every research topic has the scope of having a future work as it is seen that with the
advent of time things changes for the good or bad and therefore an assessment requires to be
done to gain an understanding about the degree of changes that have been taking place. In
accordance to the research topic that has been taken into consideration, there are huge aspect for
future work. Wanghong is a developing aspect and the introduction of new and improved
technologies can bring in the changes in this sector and thereafter the developments can be seen.
There are even scope of future work as changes in the mind-set of the followers and the changes

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in the economy can influence any other researcher to undertake a research and make a
comparison with the changes that have taken place in future with the current course of time.
Wanghong is therefore a topic of research that can bring out effective amount of result and
thereby can provide an understanding to the reader.
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