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Social and Behavioral Sciences Commons™
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Articles 1 - 2 of 2
Full-Text Articles in Social and Behavioral Sciences
Media Fandom: Social Media Use And Collective Identity In China: A Case Study Of Z.Tao’S Weibo Fandom, Mier Sha
USF Tampa Graduate Theses and Dissertations
With the advancement of information and communication technologies (ICTs), social media platforms have been widely applied in the practices of media fandom. To determine the correlation between social media use and collective identity of celebrity fandom, the current study investigated Z.Tao’s Weibo fandom as a case conducting an online quantitative survey with 100 samples and 12 in-depth semi-structured interviews. The results show that social media use significantly facilitates the construction of collective identity of celebrity fandom on Weibo through fans’ experiences of ingroup interaction and outgroup interaction.
The Role Of Influencer Endorsement In Consumer Brand Engagement On Sina Weibo, Xiaofan Wei
The Role Of Influencer Endorsement In Consumer Brand Engagement On Sina Weibo, Xiaofan Wei
USF Tampa Graduate Theses and Dissertations
The strength and effectiveness of influencer advertising and influencer marketing make them becoming more and more popular on social media. Consumer online brand engagement, including consuming, contributing, and creating brand-related content, is closely related to a brand’s reputation and image. This study aims to determine how the two aspects related to influencer endorsement – influencer-follower parasocial interaction (PSI) and influencer-brand congruence -- affect three levels of consumer online brand-related activities (COBRAs) on Sina Weibo. Another purpose of the current study is to examine the mediation effect of personal identity (PI) and social identity (SI) in the relationship between influencer-follower parasocial …