Xiaoyu Chen

Attraction of Knowledge Celebrities

How They Motivate Users to Pay for Knowledge

• Gebundenes Buch

Produktbeschreibung

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.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 158
• Erscheinungstermin: 29. Dezember 2023
• Englisch
• Abmessung: 240mm x 161mm x 13mm
• Gewicht: 408g
• ISBN-13: 9781032669458
• ISBN-10: 1032669454
• Artikelnr.: 69433719

Autorenporträt

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.

Inhaltsangabe

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?