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2021
DOI: 10.1108/intr-07-2020-0378
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Who sells knowledge online? An exploratory study of knowledge celebrities in China

Abstract: PurposeThis study explores identity signaling used by an emerging class of knowledge celebrities in China – Knowledge Wanghong – who sell knowledge products on online platforms. Because identity signaling may involve constructing unique online identities and controlling over product-related and seller-related characteristics, the purpose of this study is two-fold: (1) to uncover different online identities of knowledge celebrities; and (2) to examine the extent to which the online identity type is associated w… Show more

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Cited by 12 publications
(9 citation statements)
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References 59 publications
(152 reference statements)
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“…Our findings indicated an interesting issue regarding payment for accounting knowledge learning aids in Mainland China. Even if student interviewees spent much time, they tended to find free accounting knowledge on social media and were less concerned about time and opportunity costs (Chen et al, 2022 ). For example, one interviewee preferred posting questions on social media and chatting privately with experienced practitioners than spending money to gain accounting knowledge.…”
Section: Discussionmentioning
confidence: 99%
See 1 more Smart Citation
“…Our findings indicated an interesting issue regarding payment for accounting knowledge learning aids in Mainland China. Even if student interviewees spent much time, they tended to find free accounting knowledge on social media and were less concerned about time and opportunity costs (Chen et al, 2022 ). For example, one interviewee preferred posting questions on social media and chatting privately with experienced practitioners than spending money to gain accounting knowledge.…”
Section: Discussionmentioning
confidence: 99%
“…It can overcome time, space, and other general restrictions of traditional courses and meet the needs of large-scale course learners (Veletsianos et al, 2015). Many excellent accounting practitioners share their accounting experience in Zhihu, a high-quality Chinese Internet question-and-answer community and original content platform where creators gather (Chen et al, 2022). It allows accounting practitioners to share their knowledge and experience with people in need by writing posts, and they can further share knowledge with those in need through private chats or comments.…”
Section: Sharing Accounting Knowledge On Social Media (Rq2)mentioning
confidence: 99%
“…In addition, we also controlled for two factors that changed over time, namely past knowledge contribution experience and self-presentation . Self-presentation measures the extent to which members disclose their personal information to the community (Chen et al. , 2022; Dong et al ., 2020; Lee et al ., 2021).…”
Section: Methodsmentioning
confidence: 99%
“…In addition, we also controlled for two factors that changed over time, namely past knowledge contribution experience and self-presentation. Self-presentation measures the extent Continuous knowledge contribution to which members disclose their personal information to the community (Chen et al, 2022;Dong et al, 2020;Lee et al, 2021). Zhihu members can display up to nine types of information about themselves, such as sex, a one-sentence introduction, residence, industry, occupation, position, education, research orientation and bio.…”
Section: Social Learningmentioning
confidence: 99%
“…Many studies have examined the connection between COVID-19 and digital media and have addressed anxiety, stress, or A virtuous circle during a pandemic threat mental health issues (Cleofas and Rocha, 2021;Nabity-Grover et al, 2020), whereas others have examined misinformation or misconceptions (Apuke and Omar 2021;Chien et al, 2022;Kothari et al, 2022;Zeng and Chan, 2021). Social media, including influencers, undoubtedly play significant roles, especially during an epidemic and beyond (Azer et al, 2021;Chen et al, 2022;Gupta et al, 2022). Individuals generate, seek, retrieve and disseminate information as well as make purchases on social media.…”
Section: Covid-19 and Social Media Approachmentioning
confidence: 99%