ABSTRACT
This chapter reports and discusses the antecedents of perceived attractiveness of knowledge celebrities. It presents two sets of results. The first set is based on qualitative interviews with knowledge celebrities, aiming to identify the factors that contribute to perceived attractiveness. From these interviews, three important factors are identified: perceived professionalism, perceived familiarity, and perceived intimacy. The second set of results comes from a quantitative survey of users, which validates the relationship between these factors and the perceived attractiveness of knowledge celebrities. The survey confirms that perceived professionalism has the strongest impact on perceived attractiveness, although the other two factors are also significant. Finally, the chapter concludes with a summary of the findings.
