Celebrity Credibility on Social Media: A Conditional Process Analysis of Online Self-Disclosure Attitude as a Moderator of Posting Frequency and Parasocial Interaction

  title={Celebrity Credibility on Social Media: A Conditional Process Analysis of Online Self-Disclosure Attitude as a Moderator of Posting Frequency and Parasocial Interaction},
  author={Andrew M. Ledbetter and Shawn Michael Redd},
  journal={Western Journal of Communication},
  pages={601 - 618}
This study investigated factors predicting perception of celebrity credibility on social networking sites. Specifically, we evaluated a theoretical model whereby parasocial interaction mediates the association between posting frequency and credibility, with online self-disclosure attitude moderating these associations. Results supported this mediation, with the indirect effects for group and personal identification (but not interest or problem-solving ability) contingent on the user’s online… Expand
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