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 relationships among the four constructs.
Model fit was tested using a confirmatory factor analysis that returned significant fit indices. Convergent, discriminant and nomological validity tests supported the four-construct model. Finally, structural equation model analysis was performed to test the overall model fit and test the proposed relationships among constructs.
The online celebrity relationship scale overall fit was positive and particularly convincing is that online Self Celebritization (consumers mimicking celebrities in their social media pages) is dependent on Celebrity Connectedness. The study contributes by confirming the link between extensive consumption of celebrities and people's behavior online. The propensity of consumers to celebritize themselves online is predicated with the need to first consume the celebrities.
Baruca, A. (2012). Our celebrities our selves: Reconstructing ourselves as online personalities. (Unpublished doctoral dissertation).