Informed Consent

My name is Michelle and I am conducting this survey as part of my dissertation research for my MA Luxury Brand Management. The research aim is to understand why Chinese consumer buy luxury product during internet celebrities’ live streaming. The survey will take you 5 minutes, and your responses are very important and helpful for me.

If you have any questions about the survey, please email me: mmaimsom@gmail.com

In China, internet celebrities are called Wang Hong, which is short for ‘Wang Luo Hong Ren’ – a term used to describe people who are not necessarily celebrities like actors/actresses or athletes but have gone viral online (Han 2019). Internet celebrities in China are also a new breed of online stars who have become famous for their online content. Although China’s internet is still controlled by the State to prevent unchecked consumerism, the growth of Wang Hong provides social media entertainment that acts like a parallel online universe that matches that of the West (Craig et al 2021). They are the most popular people on the Chinese social media such as, Weibo or Tik-Tok and they have become more than just an internet celebrity; they have also become a cultural phenomenon.

Please refer to your recent Wanghong live Streaming for the following questions.