Celebrity Social Media Influencers and the Diffusion of NFTs on Twitter

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dc.contributor.advisorCamaj, Lindita
dc.contributor.committeeMemberHarlow, Summer
dc.contributor.committeeMemberHuang, Yan
dc.creatorMerkoulov, Andrei P.
dc.creator.orcid0009-0007-0712-9703
dc.date.accessioned2023-06-14T16:42:20Z
dc.date.available2023-06-14T16:42:20Z
dc.date.createdMay 2023
dc.date.issued2023-05-24
dc.date.updated2023-06-14T16:42:21Z
dc.description.abstractExpanding on the diffusion of innovations theory and using the two-step flow model of communication, this thesis examines the role of celebrity social media influencers (SMI) on Twitter and their marketing of non-fungible tokens (NFTs). This paper explored the effects that parasocial relationships may have in mediating audience attitudes toward the new innovation, and whether or not they choose to accept or reject it. Using an experiment-survey, participants were exposed to stimuli, created for the purposes of this study, of celebrity SMI tweets that promote NFTs along with answering a series of questions relating to participants’ attitudes and future use intention toward NFTs. Participants also answered questions about any presence of parasocial relationships they may have with the celebrity. This research explored the diffusion of innovations theory in our current media environment, the role of celebrity SMIs and parasocial relationships as it relates to the theory, and found a significant relationship between fans with a stronger parasocial relationship having a stronger future usage intention. Finally, this thesis calls for more opportunities to better understand the role that parasocial relationships can have in the diffusion of innovations theory.
dc.description.departmentCommunication, Jack J. Valenti School of
dc.format.digitalOriginborn digital
dc.format.mimetypeapplication/pdf
dc.identifier.urihttps://hdl.handle.net/10657/14522
dc.language.isoeng
dc.rightsThe author of this work is the copyright owner. UH Libraries and the Texas Digital Library have their permission to store and provide access to this work. Further transmission, reproduction, or presentation of this work is prohibited except with permission of the author(s).
dc.subjectDiffusion of innovations theory
dc.subjectTwo-step flow
dc.subjectNFTs
dc.subjectNon-fungible tokens
dc.subjectSocial media influencers
dc.subjectParasocial relationships
dc.titleCelebrity Social Media Influencers and the Diffusion of NFTs on Twitter
dc.type.dcmiText
dc.type.genreThesis
thesis.degree.collegeCollege of Liberal Arts and Social Sciences
thesis.degree.departmentCommunication, Jack J. Valenti School of
thesis.degree.disciplineCommunication
thesis.degree.grantorUniversity of Houston
thesis.degree.levelMasters
thesis.degree.nameMaster of Arts

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