Attraction of Knowledge Celebrities : How They Motivate Users to Pay for Knowledge

Omtale

This book examines the phenomenon of knowledge celebrities, an emerging group of social media influencers who produce and sell knowledge products online. Its primary goal is to investigate the reasons and strategies behind their ability to attract users and persuade them to purchase knowledge products on digital platforms. With the increasing demand for high-quality content from online users, various platforms have emerged as pay-for-knowledge platforms, allowing knowledge celebrities to monetize their expertise. This book draws on theoretical frameworks from information science, communication and management to provide insights into this phenomenon and to examine the practices and individuals involved. Building on existing scholarship and analyzing case studies in China, this book presents the background, basic concepts and understanding of knowledge celebrities. It then explores the three key factors that contribute to the attractiveness of knowledge celebrities, as well as the motivations and mechanisms behind pay-for-knowledge practices. Finally, the book offers a glimpse into the future landscape of knowledge celebrities and pay-for-knowledge platforms. The book will be valuable to scholars, students, and practitioners in information, communication and media studies. In particular, it will appeal to those interested in topics such as knowledge celebrities, the creator economy and knowledge management.