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Full-Text Articles in Social and Behavioral Sciences
Communications And Media Studies Newletter 2012 Fall, Communications & Media Studies
Communications And Media Studies Newletter 2012 Fall, Communications & Media Studies
Communication and Media Studies Newsletter
No abstract provided.
Our Celebrities Our Selves: Reconstructing Ourselves As Online Personalities, Arne Baruca
Our Celebrities Our Selves: Reconstructing Ourselves As Online Personalities, Arne Baruca
WCBT Faculty Publications
Celebrity influence on consumer behavior at the online macro level is the motivation for this study that addresses the nature of celebrity consumption and how consumers apply that consumption to develop their online self-presentation.
The sample for this study is limited to consumers with active accounts at online social networks such as Facebook or Twitter. Methodology is a three-part design. A multi-factor qualitative exploratory study (n=73) reveals four celebrity-consumer relationships whose proposed measurement scales are tested in a quantitative pilot study (n=85). Finally, a large sample study (n=593) is used to test the measurement model and to test the proposed …
Communication And Media Studies Newsletter 2012 Summer, Communications & Media Studies
Communication And Media Studies Newsletter 2012 Summer, Communications & Media Studies
Communication and Media Studies Newsletter
No abstract provided.