ABSTRACT
This chapter presents findings on self-portraits of knowledge celebrities. The findings are twofold. First, using the LDA topic modeling technique, it develops a typology of online identities among knowledge celebrities. Also, manual assessments are employed as robustness checks to validate the typology. Second, it compares the attributes of knowledge products including duration, frequency and diversity among knowledge celebrities with different online identities by using the MANCOVA approach. The variations of the attributes of knowledge products among knowledge celebrity categories are also explicated. After that, the chapter combines the twofold findings and offers an explanation to discuss the findings. Last, the chapter concludes by highlighting key takeaways and outlining the following work.
