Exploring the Perceived Attractiveness of Online Celebrities Who Sell Knowledge: A Self-Branding Perspective

Given the limited understanding of the attractiveness among online celebrities, this study explores the perceived attractiveness of “Knowledge Wanghong,” an emerging class of online celebrities who sell knowledge products in China. Drawing on the self-branding perspective, which argues that individuals may construct and manage their distinctive online image deliberately through various information practices, as the theoretical lens, we attempt to answer two questions: (1) What are the antecedents of the perceived attractiveness of Knowledge Wanghong? (2) How do Knowledge Wanghong make themselves attractive to users? From semi-structured interviews with 28 Knowledge Wanghong, we derive two findings. First, the antecedents of the perceived attractiveness include perceived professionalism, perceived familiarity, and perceived intimacy. Second, Knowledge Wanghong make themselves appealing to users in two ways: (1) they disclose personal and professional information to users; (2) they employ multiple approaches to interacting with users. This study sheds light on the perceived attractiveness of Knowledge Wanghong in terms of the antecedents and how it is achieved. Also, it provides a novel reference point for discussing the information practices of online celebrities in a global context.