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