How does a celebrity make fans happy? Interaction between celebrities and fans in the social media context,Computers in Human Behavior

Abstract This research investigates how structural and situational factors related to a celebrity's activities on social media influence fans' self-congruity, friendship, quality of life, well-being, commitment and ultimately, celebrity loyalty. Based on the theory of parasocial interaction, this research formulates a model specifying the influences of virtually established parasocial interaction between fans and celebrities in social media related to fans' quality of life and well-being. After collecting data from Amazon's Mechanical Turk, this study conducted analysis with structural equation modeling to empirically test the proposed relationships. The empirical findings show that self-congruity is significantly influenced by language similarity, interest similarity and interaction frequency, and friendship is significantly affected by language similarity, interest similarity and self-disclosure. Also, the results indicate the significant relationships among self-congruity, friendship, quality of life, well-being, commitment and loyalty. Based on the findings, this study suggests theoretical and practical implications for the extant literature and industry.

中文翻译：

明星如何让粉丝开心？社交媒体背景下名人与粉丝的互动

摘要 本研究调查与名人在社交媒体上的活动相关的结构和情境因素如何影响粉丝的自我一致性、友谊、生活质量、幸福感、承诺以及最终的名人忠诚度。本研究基于准社会互动理论，制定了一个模型，该模型详细说明了社交媒体中粉丝和名人之间虚拟建立的准社会互动对粉丝生活质量和幸福感的影响。在从 Amazon 的 Mechanical Turk 收集数据后，本研究使用结构方程模型进行分析，以实证检验所提出的关系。实证结果表明，自我一致性受语言相似度、兴趣相似度和互动频率的显着影响，而友谊受语言相似性、兴趣相似性和自我表露的影响显着。此外，结果表明自我一致性、友谊、生活质量、幸福感、承诺和忠诚度之间存在显着关系。基于这些发现，本研究对现有文献和行业提出了理论和实践意义。

网址：How does a celebrity make fans happy? Interaction between celebrities and fans in the social media context,Computers in Human Behavior http://www.mxgxt.com/news/view/1168253

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