Netnography analysis highlights how social media fosters emotional contagion and co-creation among literary celebrities and fans.
This study highlights how social media facilitates engagement, relationships and co-creation among literary celebrities with different traits in digital spaces, leveraging social presence strategies to broaden reach, boost audience engagement and foster self-endorsement across various cultural contexts. Utilising the netnography method and theoretical frameworks such as para-social relationships and social presence, the analysis of Facebook posts and comments revealed that literary celebrities foster co-presence and emotional contagion with fans through selective reciprocity. Fans’ candid feedback enhances celebrities’ growth and strengthens mutual trust, care and bond, leading to trans-para-social relationships. Moreover, cultural differences in celebrities’ personality traits amplify the public disclosure and co-creation process. Community homophily also influences affective and cohesive collaboration. Both celebrity- and fan-initiated user-generated content as a co-creation empower audiences, promote ownership and shape creative identity. Fans primarily employ an affective strategy, with notable use of interactive and blended affective and cohesive approaches.
No takes yet. Share an insight, caveat, or question.
Asadi et al. (2025) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: