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With the rapid development of the Internet, the Internet celebrity economy had gradually formed, and the Internet celebrity brand had become an important part of the trend of e-commerce. According to the results of various reports, the market for well-known Internet brands became enormous, and there was a lot of room for future development, but they were still in their infancy. Therefore, the market competition in this field became very fierce. With the popularity of social media such as WeChat and Weibo on mobile phones, corporate marketing emphasized the importance of interaction with consumers, and content marketing became the mainstream mode of modern corporate marketing. Internet celebrities often published celebrity content on social networks, attracted the attention and interaction of many fans, and finally achieved the purpose of draining Taobao shopping malls. This research attempted to study the relationship between the content marketing of Internet celebrity brands and consumers' purchase intentions and provide a series of marketing strategies for the long-term development of Internet celebrity brands. The three research objectives of this study were to investigate the content marketing of internet celebrity women's clothing brands affecting purchase intention in Southwest China, to analyze the influencing factors of instrumental interaction, interpersonal interaction, information content, entertainment content, emotional content, and product involvement relating to customer purchase intention. The survey was taken in July of 2021, and 412 female respondents were received through the online WeChat platform. The analysis results showed all influencing factors positively impacted information variables except product involvement.