Contribution of internet celebrities’ self-disclosure to fan-perceived interpersonal attraction and enduring involvement

The emergence of numerous Internet celebrities on social media platforms has created fierce competition among this group of individuals, making the maintenance of enduring involvement among followers a crucial concern. Building upon theories of social exchange and interpersonal attraction, this paper investigates the effects of Internet celebrities' self-disclosure (across the dimensions of amount, relevance, and negativity) on their followers' interpersonal attraction to them (across the dimensions of familiarity, similarity, and expertise), as well as on their followers' enduring involvement with them. A survey was administered to 695 Internet celebrity followers, and structural equation modeling was performed to examine the hypothesized intervariable relationships. The amount of self-disclosure negatively affected followers’ perceived similarity but did not significantly affect perceived familiarity or perceived expertise. Relevance positively influenced perceived familiarity, perceived similarity, and perceived expertise. Negativity positively affected perceived familiarity and negatively influenced perceived expertise but did not significantly affect perceived similarity. Enduring involvement was positively influenced by perceived familiarity, perceived similarity, and perceived expertise. The findings have various theoretical and practical implications.