A Study on the Connotation and Measurement of Internet Celebrity Leadership

Abstract

Internet celebrities exert a significant influence on the values and behaviors of the general public, demonstrating strong leadership. However, there is a lack of research on internet celebrity leadership at present. To gain an in-depth understanding of internet celebrity leadership, this study adopts both qualitative and quantitative methods to investigate the connotation, dimensions and measurement of internet celebrity leadership based on the CPM leadership theory. Internet celebrity leadership is a new type of leadership derived from the general connotation and characteristics of leadership as well as the functional requirements of internet celebrities, which includes character and morals leadership , performance achievement leadership and maintenance leadership. The scale consists of three dimensions, namely personal morality, performance achievement and group maintenance, with a total of 20 items, and presents satisfactory reliability, convergent validity, discriminant validity and model fit.