期刊名称：Current Journal of Applied Science and Technology
印刷版ISSN：2457-1024
出版年度：2019
卷号：38
期号：5
页码：1-19
DOI：10.9734/cjast/2019/v38i530383
语种：English
出版社：Sciencedomain International
摘要：The phenomenon of social cohesion has gained much traction in the extant literature. However, research that assesses how celebrity self-disclosure can be leveraged to engender social cohesion remains very scanty in the existing literature. The current study aims at empirically testing the effect of celebrity self-disclosure on social cohesion while accounting for the roles of fans’ behavior, social presence and attachment to celebrities. To realize this aim, data is collected from 306 Instagram users who follow at least one celebrity. The hypothesis intended to realize these aims are tested by adopting structural equation modeling technique. The results show that celebrities’ descriptive self-disclosure (but not emotional self-disclosure) influences fans’ archiving and commenting behavior. Additionally, celebrities’ emotional self-disclosure (but not descriptive self-disclosure) as well as fans’ commenting, and archiving behaviors are instrumental in predicting fans’ social presence. The study further finds that fans’ social presence is essential in predicting their attachment to celebrities, while their (fans’) attachment to celebrities and social presence are significant antecedents of social cohesion. Furthermore, attachment to celebrities is found to significantly mediate the relationship between social presence and social cohesion. The study provides practical and theoretical insights into understanding social cohesion, celebrity self-disclosure, fans’ behavior, social presence and attachment to celebrities.
关键词：Social cohesion;celebrity self-disclosure;social presence;attachment to celebrities;attachment theory and social capital theory.
