Document Type


Publication Date



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.


Doctor of Philosophy. Major subject: Business Administration with an emphasis in Marketing. "August 2012"

Thesis (Ph.D.)--University of Texas--Pan American, 2012.



To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.