Research on Influence Factors of Relationship Quality Between Online-celebrities and Followers Based on the Regulation of Personal Charm of Online-celebrities

Kaijiao Ren, Hu Wang, Shengxue Cheng, Yalun Yan

Abstract


The prosperity of Internet celebrity economy has greatly promoted the development of fans' economy. In this paper, the structural equation model (SEM) and regression analysis are used to explore the factors that influence relationship quality between online-celebrities and followers. The results show that fit and interaction relationship quality between them have a significant influence on emotional relationship quality. Furthermore, the personality charm of online-celebrities also influence their relationship quality. Therefore, strategies to improve the relationship quality between online-celebrities and fans are proposed to enhance the intimacy.

Keywords


Relationship Quality; Structural Equation Model; Personal Charm Of Online-Celebrities


DOI
10.12783/dtcse/iciti2018/29091

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