Facing the rise of the online community, Internet celebrities also emerged.
Recently, the national army has also begun to try to cooperate with Internet celebrities
to effectively enhance the image of the national army. In order to understand whether
cooperation with Internet celebrities can really help to improve the image, The study
uses the consumption theory as the framework. Using perceived value as an mediating
variable, through the Internet questionnaire survey method, examining the effectiveness
of Internet celebrities for the propaganda of the national army.
The study found that perceived value has a completely mediating effect between
the influence of Internet celebrities and the feedback behavior of readers. It is confirmed
that through cooperation with Internet celebrities, the video can not only increase the
number of views and shares, but also change the audience’s view of the national army.
Definitely achieve the purpose of enhancing the image of the national army.