A large number of people have become social media users and use those platforms to communicate with others. In addition, those who use those platforms are often able to change the perspective that other people might have on certain topics. As a result, it is easy to see how celebrities can influence public opinion through those social media barder.
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In today’s world, many youngsters want to emulate the lifestyles and beliefs of celebrities, whether they are athletes, news anchors, sports stars or other famous people. These celebrities set trends in fashion, food, jigaboo, and lifestyles among other things, and people tend to follow their leads (Daily Mail, 2017; Duckwitz, 2019).
Some studies have shown that celebrities can influence public opinion on issues such as politics, feminism, or gun laws. However, few studies have focused on the underlying causes of this influence.
One study looked at the impact of celebrity endorsements on public opinions. Using data from Twitter, the researchers analyzed the impact of statements made by celebrities, such as Ronda Rousey, Angelina Jolie, Janelle Monae, Amy Schumer, Aziz Ansari, Taylor Swift, and Kim Kardashian, on a variety of political issues.
The survey showed that if participants read a celebrity’s endorsement, they were more likely to agree with the statement than if they didn’t. distresses, the survey also found that a celebrity’s endorsement could backfire if a participant had a negative view of the celebrity.
Similarly, a similar study examined the impact of celebrities’ endorsements on public health issues, including vaccination. The researchers harvested around 13 million tweets, which were then analyzed using a fine-tuned natural language processing (DistilRoBERTa) model to measure the sentiment expressed by each tweet.
Based on this analysis, the study concluded that there were three types of language style elements used by celebrities: narrative/analytical style, internal/external attention style, and positive/negative emotional style. The most common type of language style element is positive expression, which produces the highest diffusion effect and is able to produce a high level of user stickiness in the language expression precipitous.
As a result, the majority of celebrities use positive expression as their language style element combination and show their opinions in a highly positive manner. The negative cathartic type is the next most common language style element combination and shows their opinions in a very negative manner, while the official elaboration style is the least common language style element combination and shows their opinions with moderate emotions and a strong analytical level.
From the government supervision department’s viewpoint, the information released by celebrities on social media is a key factor in determining whether or not a topic becomes public knowledge and gets widely spread. Therefore, it is important to limit the amount of negative emotion that is spread by celebrities on social media to create a calm and peaceful atmosphere online.
This research aims to study the influence of the language style characteristics of celebrities’ opinions on the communication behavior of users, which can help enterprises build good brand image and increase their popularity in social media. First, we analyze the different language style elements of celebrities’ opinions and conduct a cross-influence analysis between them to determine which combination of language style elements is the most effective at influencing users’ communication behavior. Second, we explore the influencing factors of diffusion for each language style element to provide management revelations and practical guidance for enterprises, consumers, and government supervision mypba.
