Research on the Branding Mechanism of Wanghong Cities Driven by Celebrity Effect—An Integrated Perspective of Communication Studies and City Branding

Abstract

This study examines the transformative role of celebrity effects in shaping the branding of Wanghong cities (Internet-celebrity cities) within China’s algorithmically driven social media environment. Grounded in McCracken’s meaning transfer theory and Keller’s CBBE brand equity model, the research employs a multi-case comparative analysis of Litang, Xi’an, and Chongqing to uncover a tripartite mechanism through which celebrities reconfigure city brand dynamics. Findings reveal that celebrities operationalize city branding through sequential phases of symbolic grafting (embedding personal narratives into spatial identities), behavioral activation (converting digital engagement into physical visitation), and values mobilization (increasing revisit rates through emotional value addition). Celebrities transcend the spatiotemporal constraints of traditional marketing by amplifying city brand equity through algorithmic mediation. However, challenges such as cultural distortion and traffic dependency remain. The study introduces the “Tripartite Spatial Empowerment (TSE)” mechanism, extending McCracken’s model to urban contexts, and discusses how TSE influences city brand equity in algorithmic environments. These contributions offer valuable insights for understanding how cities can leverage celebrity effects to enhance brand appeal and sustain long-term tourist engagement.