Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/152621
Title: Who sells knowledge online? An exploratory study of knowledge celebrities in China
Authors: Chen, Xiaoyu
Chua, Alton Yeow Kuan
Pee, Loo Geok
Keywords: Library and information science
Social sciences::Communication
Issue Date: 2021
Source: Chen, X., Chua, A. Y. K. & Pee, L. G. (2021). Who sells knowledge online? An exploratory study of knowledge celebrities in China. Internet Research. https://dx.doi.org/10.1108/INTR-07-2020-0378
Journal: Internet Research
Abstract: This study explores identity signaling used by an emerging class of knowledge celebrities in China – Knowledge Wanghong – who sell knowledge products on online platforms. Because identity signaling may involve constructing unique online identities and controlling over product-related and seller-related characteristics, the purpose of this study is two-fold: (1) to uncover different online identities of knowledge celebrities; and (2) to examine the extent to which the online identity type is associated with their product-related characteristics, seller-related characteristics and sales performance. A unique data set was collected from a Chinese leading pay-for-knowledge platform – Zhihu – which featured the online profiles of tens of thousands of knowledge celebrities. Online identity types were derived from their self-edited content using Latent Dirichlet Allocation (LDA) topic modeling. Thereafter, their product-related characteristics, seller-related characteristics and respective sales performance were analyzed across different identity types using analysis of variance (ANOVA) and multiple-group linear regression. The results suggest that Knowledge celebrities are clustered into four distinctive online identities: Mentor, Broker, Storyteller and Geek. Product-related characteristics, sell-related characteristics and sales performance varied across four different identities. Additionally, the online identity type moderated the relationships among their product-related characteristics, sell-related characteristics and sales performance. As emerging-phenomenon-based research, this study extends related literature by using the notion of identity signaling to analyze a peculiar group of online celebrities who are setting an important trend in the pay-for-knowledge model in China.
URI: https://hdl.handle.net/10356/152621
ISSN: 1066-2243
DOI: 10.1108/INTR-07-2020-0378
Rights: © 2021 Emerald Publishing Limited. All rights reserved. This paper was published in Internet Research and is made available with permission of Emerald Publishing Limited.
Fulltext Permission: open
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Journal Articles

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