• Asian Journal for Public Opinion Research
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• v.11 no.2
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• pp.107-144
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• 2023

In competitive political contexts, sustaining power is the ultimate goal for political parties. Nominating celebrity politicians can be a double-edged sword for parent brands in attracting votes and influencing voting intention. This study contributes to the moderating role of brand affinity towards celebrity politicians. It considers celebrities' cognitive perceived benefits and voting intention relationship in a multiparty parliamentarian election. A cross-sectional survey with a stratified proportional random sampling technique in fifteen Lebanese districts ensured a representative sample. One thousand two hundred sixty-nine responses were found eligible for analysis. Findings indicate that brand affinity positively moderates the negative relationship between perceived benefits and voting intention. This study offers a new understanding of celebrity politicians' implementation strategy and campaign management and considers the contribution of the affective intelligence theory. It provides implications, limitations, and promising directions for future research on celebrity politicians.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.159-171
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• 2022

This study examined the problem of utilizing celebrity SNS in online news, which have increased by an average of 745 every year since 2010, reaching about 10,000 in 2021. 40 online newspapers were selected and 202,730 news articles produced by these newspapers in July 2021 were analyzed. As a result, 1.27% (2,582) of all articles were found to be using celebrity SNS as a source. This indicates that on average, online newspapers produce 2.08 celebrity SNS-utilized articles per day and 64.7 articles per month. Specifically, entertainer SNS (53.7%) was used the most compared to SNS of politician(39.8%) and influencer(6.5%). Instagram(69.1%, 57.1%) was utilized the most for entertainer and influencer and this were mostly related to personal information. On the other hand, Facebook(70.4%) was cited the most for politician, mostly related to opinions on social/political issues. The average length of SNS-based articles was 536 characters. The problem with news articles utilizing SNS is that most articles simply copy the SNS content without additional coverage(88.4%), and 14% of the articles did not disclose the exact source. Implication of the research on 40 online news agency is discussed.