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

The book explores the rise of online celebrities who create and sell knowledge products on digital platforms, examining relevant cases in China and offering insights into pay-for-knowledge practices. It provides a comprehensive overview of knowledge celebrities, highlighting the need for research in information science, communication, advertising, and management.

Format: Hardback
Length: 144 pages
Publication date: 29 December 2023
Publisher: Taylor & Francis Ltd

Knowledge celebrities are a new class of online influencers who have emerged as a significant force in the digital marketplace. These individuals create and sell knowledge products, such as e-books, online courses, and tutorials, on various digital platforms. Their popularity has grown exponentially in recent years, with many people turning to them for expert advice and guidance on a wide range of topics.

This book provides a comprehensive examination of knowledge celebrities and their role in the digital economy. It integrates the author's empirical investigations of knowledge celebrities with a critical analysis of relevant cases of pay-for-knowledge practices in China. The author presents the latest findings and insightful opinions on this emerging phenomenon, offering valuable insights for practitioners and stakeholders in the fields of information science, communication, advertising, and management.

One of the key findings of the book is that knowledge celebrities have emerged as a response to the growing demand for personalized and specialized information. In the age of information overload, consumers are increasingly seeking out experts who can provide them with concise and actionable insights on specific topics. Knowledge celebrities fulfill this need by offering their expertise in a variety of formats, such as e-books, online courses, and tutorials, which can be accessed easily and conveniently by users.

Another important aspect of knowledge celebrities is their ability to attract users to pay for their knowledge products on digital platforms. The author argues that knowledge celebrities are able to do this by building strong personal brands and establishing a loyal following of fans who value their expertise and insights. They use a variety of marketing techniques, such as social media marketing, influencer marketing, and email marketing, to reach their target audience and promote their products.

However, the rise of knowledge celebrities has also raised concerns about the potential impact on traditional media and advertising industries. Many traditional media outlets have struggled to compete with the convenience and accessibility of digital platforms, while advertising agencies have had to adapt their strategies to reach the growing number of consumers who are turning to knowledge celebrities for advice.

The book also examines the ethical implications of knowledge celebrities and their pay-for-knowledge practices. While some argue that knowledge celebrities are providing a valuable service by sharing their expertise with the public, others argue that they are exploiting their followers and taking advantage of their desire for knowledge. The author suggests that there is a need for greater regulation and oversight of the knowledge celebrity industry to ensure that consumers are protected and that the industry is sustainable in the long term.

In conclusion, Knowledge Celebrities: The New Digital Influencers is a comprehensive and insightful examination of the emerging class of knowledge celebrities and their role in the digital economy. The book provides valuable insights for practitioners and stakeholders in a variety of fields, and it highlights the need for further research in information science, communication, advertising, and management. By understanding the dynamics of knowledge celebrities and their pay-for-knowledge practices, we can better prepare for the future of the digital marketplace and ensure that consumers are able to access high-quality and reliable information.

Weight: 449g
Dimension: 234 x 156 (mm)
ISBN-13: 9781032669458