The Power of Marketing in the Virtual Era: Influencing the Demand for
Fashion Toys in China

Yongling Luo

doi:10.46609/IJSSER.2025.v10i10.021

Title: The Power of Marketing in the Virtual Era: Influencing the Demand for Fashion Toys in China
Authors: Yongling Luo
Journal: International Journal of Social Science and Economic Research (IJSSER) ISSN: 2455-8834 Volume: 10 Issue: 10 Publication Date: October 2025 DOI: 10.46609/IJSSER.2025.v10i10.021
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Yongling Luo Ojai Valley School
MLA 8 Luo, Yongling. "The Power of Marketing in the Virtual Era: Influencing the Demand for Fashion Toys in China." Int. j. of Social Science and Economic Research, vol. 10, no. 10, Oct. 2025, pp. 4876-4900, doi.org/10.46609/IJSSER.2025.v10i10.021. Accessed Oct. 2025. APA 6 Luo, Y. (2025, October). The Power of Marketing in the Virtual Era: Influencing the Demand for Fashion Toys in China. Int. j. of Social Science and Economic Research, 10(10), 4876-4900. Retrieved from https://doi.org/10.46609/IJSSER.2025.v10i10.021 Chicago Luo, Yongling. "The Power of Marketing in the Virtual Era: Influencing the Demand for Fashion Toys in China." Int. j. of Social Science and Economic Research 10, no. 10 (October 2025), 4876-4900. Accessed October, 2025. https://doi.org/10.46609/IJSSER.2025.v10i10.021..
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ABSTRACT: As the global economic growth slows down and the development of the Internet, people tend to purchase more products with entertainment value; therefore, the era of ecommerce has begun, and fashion toys such as Labubu have spread worldwide. However, the pertinent problem, such as how to keep the toys popular for a long time since many items are becoming popular and forgotten every day, still exists. The study explores four different marketing strategies by various types of influencers on social media, aiming to understand the power of influencers on the Internet. This study argues that influencers play a crucial role in sustaining the popularity of fashion toys like Labubu by leveraging their reach and engagement to create lasting consumer interest. The paper conducts qualitative and quantitative methodologies, such as surveys for collecting data, content review of different marketing strategies of influencers from social media, and literature review. The research contributes to the debate of how influencers from social media can address consumer behavior and the decision to purchase.

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