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

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.

Xiaoyu Chen is Assistant Professor of Information Resources Management at Shanghai University, China. His research interests include ＂3U＂--user information behavior, user cyberpsychology and user-generated content, particularly in the context of digital technologies.