The celebrity effect in microblog browsing among Chinese college students: based on implicit and recognition procedures

Hui-shan Pang, Ying Ge, Hao Fang, Jay L. Wenger and Run-xi Zeng

Behaviour and Information Technology, 2025, vol. 44, issue 11, 2800-2811

Abstract: This study examines the influence of celebrities on microblog browsing behaviours among Chinese college students, specifically analyzing implicit attitudes and recognition processes for both celebrity and non-celebrity microblog pages. Data were collected from 89 Chinese university students using the Implicit Association Test (IAT) and a recognition scoring test. employing a 2 (frequent users vs. non-frequent users) × 2 (celebrity microblogs vs. non-celebrity microblogs) mixed factorial design. Results indicate a significant preference for celebrity microblog pages, evidenced by more positive implicit attitudes and higher recognition scores compared to those for non-celebrity pages. Furthermore, frequent users demonstrated enhanced recognition, which suggests a significant celebrity effect. The study revealed the underlying automatic preference of college students for celebrities in their microblogs.

Date: 2025
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DOI: 10.1080/0144929X.2024.2413450

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