Abstract
In recent years, the Internet Celebrities (ICs) have emerged as the most influential factor on adolescents. Although ICs are simply other users uploading their user-generated content (UGC), they attract followers through their unique combination of similarity, sociability, and a sense of being different from the audience. While ICs were widely discussed in fields like marketing and youth culture, few researches studied their education value. Our study utilize Uses and Gratifications Theory to extract students’ perceptive motivation to learn from ICs’ videos. We surveyed 101 high school students about their motivations to use ICs’ video to learn enterprise finance. These students considered Entertainment, Convenience, and Information were major gratifications they would get by learning from ICs’ videos. We also found past experience with ICs’ videos did influence student’s perceptive Escapism gratification.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Shernoff, D.J., Kelly, S., Tonks, S.M., Anderson, B., Cavanagh, R.F., Sinha, S., Abdi, B.: Student engagement as a function of environmental complexity in high school classrooms. Learn. Instr. 43, 52–60 (2016)
Sturm, H., Bogner, F.X.: Student-oriented versus teacher-centred: the effect of learning at workstations about birds and bird flight on cognitive achievement and motivation. Int. J. Sci. Educ. 30(7), 941–959 (2008)
Variety: Survey: YouTube Stars More Popular Than Mainstream Celebs Among U.S. Teens. http://variety.com/2014/digital/news/survey-youtube-stars-more-popular-than-mainstream-celebs-among-u-s-teens-1201275245/. Accessed 26 July 2019
Jin, S.V.: Celebrity 2.0 and beyond! Effects of Facebook profile sources on social networking advertising. Comput. Hum. Behav. 79, 154–168 (2018)
Choi, C.J., Berger, R.: Ethics of celebrities and their increasing influence in 21st century society. J. Bus. Ethics 91(3), 313–318 (2010)
Choi, G.Y., Behm-Morawitz, E.: Giving a new makeover to STEAM: establishing YouTube beauty gurus as digital literacy educators through messages and effects on viewers. Comput. Hum. Behav. 73, 80–91 (2017)
Paek, H., Kim, K., Hove, T.: Content analysis of antismoking videos on YouTube: message sensation value, message appeals, and their relationships with viewer responses. Health Educ. Res. 25(6), 1085–1099 (2010)
Ruggiero, T.E.: Uses and gratifications theory in the 21st century. Mass Commun. Soc. 3(1), 3–37 (2000)
Hwang, K., Zhang, Q.: Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Comput. Hum. Behav. 87, 155–173 (2018)
Chintalapati, N., Daruri, V.S.K.: Examining the use of YouTube as a learning resource in higher education: scale development and validation of TAM model. Telemat. Inform. 34, 853–860 (2017)
Johnston, J.: Subscribing to sex edutainment: sex education, online video, and the YouTube star. Telev. New Media 18(1), 76–92 (2017)
Khan, M.L.: Social media engagement: what motivates user participation and consumption on YouTube? Comput. Hum. Behav. 66, 236–247 (2017)
Alalwan, A.A., Rana, N.P., Dwivedi, Y.K., Algharabat, R.: Social media in marketing: a review and analysis of the existing literature. Telemat. Inform. 34(7), 1117–1190 (2017)
Hilvert-Bruce, Z., Neill, J.T., Sjöblom, M., Hamari, J.: Social motivations of live-streaming viewer engagement on Twitch. Comput. Hum. Behav. 84, 58–67 (2018)
Manca, S., Ranieri, M.: Yes for sharing, no for teaching!: social media in academic practices. Internet High. Educ. 29, 63–74 (2016)
Bae, M.: Understanding the effect of the discrepancy between sought and obtained gratification on social networking site users’ satisfaction and continuance intention. Comput. Hum. Behav. 79, 137–153 (2018)
DeVellis, R.F.: Scale development: Theory and applications. Sage, Newbury Park (1991)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer Nature Switzerland AG
About this paper
Cite this paper
Yen, WH., Chang, CC., Chou, SC. (2019). More Than just Fame: Learning from Internet Celebrities—Uses and Gratifications Perspective. In: Rønningsbakk, L., Wu, TT., Sandnes, F., Huang, YM. (eds) Innovative Technologies and Learning. ICITL 2019. Lecture Notes in Computer Science(), vol 11937. Springer, Cham. https://doi.org/10.1007/978-3-030-35343-8_44
Download citation
DOI: https://doi.org/10.1007/978-3-030-35343-8_44
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-35342-1
Online ISBN: 978-3-030-35343-8
eBook Packages: Computer ScienceComputer Science (R0)