Study of online celebrities who sell knowledge : perceived attractiveness and users willingness to pay

• Main Author: Chen, Xiaoyu
• Other Authors: Alton Chua Yeow Kuan
• Format: Thesis-Doctor of Philosophy
• Language: English
• Published: Nanyang Technological University 2021
• Subjects: Library and information science::Knowledge management
• Online Access: https://hdl.handle.net/10356/152694
• Institution: Nanyang Technological University

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...