Study of online celebrities who sell knowledge : perceived attractiveness and users willingness to pay
This thesis studies China’s emerging online celebrities —“Knowledge Wanghong”—who sell self-created knowledge products to users on digital platforms. Although they can attract numerous users to pay for knowledge products, the understanding of how and to what extent the perceived attractiveness of Kn...
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| Format: | Thesis-Doctor of Philosophy |
| Language: | English |
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Nanyang Technological University
2021
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| Online Access: | https://hdl.handle.net/10356/152694 |
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| Institution: | Nanyang Technological University |
| Language: | English |