Attraction of Knowledge Celebrities

ISBN-13: 9781032669458 / Twarda / 2023 / 176 str.

Xiaoyu Chen

Opis

This book examines the phenomenon of knowledge celebrities, an emerging group of social media influencers who produce and sell knowledge products online. Its primary goal is to investigate the reasons and strategies behind their ability to attract users and persuade them to purchase knowledge products on digital platforms.

Recenzje

“Xiaoyu masterfully delves into the realm of knowledge celebrities, unraveling their enigmatic allure with scholarly precision. As a fellow researcher, I found his exploration of the attraction of knowledge celebrities and payment for knowledge truly captivating.  A must-read for curious minds seeking insights into the evolving landscape of digital influencers.”

Professor Daphne Raban, University of Haifa, Israel

“This will be a great book for anyone who is interested in learning about a genre of social media influencers – knowledge influencers or knowledge celebrities. Knowledge indeed has a market price and it is becoming a lucrative market. You will read more interesting and surprising findings in this book.”

Professor Chen Lou, Nanyang Technological University, Singapore

Spis treści

1. Introduction  Part I Knowledge Celebrities: Who Are They?  2. What we know and don’t know about knowledge celebrities  3 . Related literature and theoretical lens  4. Collecting and analyzing data on knowledge celebrities  Part II Why Are Knowledge Celebrities Attractive to Users?  5. Self-portraits of knowledge celebrities  6. Mixed-method design to study perceived attractiveness of knowledge celebrities  7. Three significant antecedents of perceived attractiveness of knowledge celebrities  Part III Why Are Users Willing to Pay for Knowledge?  8. Mixed-method design to study users’ willingness to pay for knowledge  9. From attraction to attachment: direct and indirect effects on users’ willingness to pay for knowledge  10. What’s next for research on knowledge celebrities?

O autorze

Xiaoyu Chen is Assistant Professor of Information Resources Management at Shanghai University, China. His research interests include “3U”—user information behavior, user cyberpsychology and user-generated content, particularly in the context of digital technologies.