Celebrity Credibility by Fuzzy Set Qualitative Comparative Analysis (fsQCA) and Regression Analysis

Abstract

Previous studies on reading habits overlooked the potential role of celebrities in reading books. This study assesses how celebrities influence young people to purchase books. The study, which is based on the fsQCA, helps to reveal some of the subtleties related to the intention of young people to purchase books. The data were collected in two stages. In the first phase, a preliminary study was conducted in order to determine the celebrities that young people liked and followed. Preliminary research was carried out at a university in Turkey. In the first phase, 332 surveys were completed. In the second phase, a total of 620 surveys were completed. The study used regression analysis and fsQCA. It was found that celebrities and TV series have a significant effect on book purchase intention. It is also seen that celebrities influence the intention of young people to purchase books again. The findings have important implications on celebrity effect for both publishers and consumers.