The celebrity effect in microblog browsing among Chinese college students
Based on implicit and recognition procedures
Bibliographic Data
| ID | 21453043 |
|---|---|
| Authors | Huishan Pang (Chongqing University of Arts and Sciences), Hui-shan Pang (Chongqing University of Arts and Sciences), Ying Ge (0000-0002-1200-651X, Chongqing University of Arts and Sciences), Hao Fang (0009-0002-5030-5059, Wuhan Institute of Technology), Jay L Wenger (HACC, Central Pennsylvania’s Community College, corresponding author), Runxi Zeng (0000-0002-8353-9479, Chongqing University, corresponding author), Run-xi Zeng (Chongqing University) |
| Year | 2025 |
| Volume | 44 |
| Issue | 11 |
| Pages | 2800-2811 |
| Publication date | 2025-07-03 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Behaviour and Information Technology (JOURNAL) |
| Journal identifiers | ISSN: 0144-929X • E-ISSN: 1362-3001 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/0144929x.2024.2413450 |
| OpenAlex | W4403487787 |
| Language | EN |
| References cited | 54 |
This study examines the influence of celebrities on microblog browsing behaviours among Chinese college students, specifically analyzing implicit attitudes and recognition processes for both celebrity and non-celebrity microblog pages. Data were collected from 89 Chinese university students using the Implicit Association Test (IAT) and a recognition scoring test. employing a 2 (frequent users vs. non-frequent users) × 2 (celebrity microblogs vs. non-celebrity microblogs) mixed factorial design. Results indicate a significant preference for celebrity microblog pages, evidenced by more positive implicit attitudes and higher recognition scores compared to those for non-celebrity pages. Furthermore, frequent users demonstrated enhanced recognition, which suggests a significant celebrity effect. The study revealed the underlying automatic preference of college students for celebrities in their microblogs
Advertising · Business · Information retrieval · Microblogging · Social media · World Wide Web · Computer Science · Digital Communication and Language · Digital Marketing and Social Media · Media Influence and Health · Psychology
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| Citation velocity | historical |
|---|---|
| Highly cited | No |