Effects of TV drama celebrities on national image and behavioral intention

Abstract

This empirical study attempted to identify the role of TV drama celebrity in explaining audience involvement, perceived national image, and audience behavioral intention. Among many significant findings, emotional and behavioral involvement with TV drama celebrities significantly influenced perceived national image. Perceived national image also had a significant impact on intentions to purchase celebrity-related products and visit film places. However, emotional involvement did not significantly affect intention to purchase celebrity-related products. In examining age and gender as moderating variables, three paths showed significant differences across age cohorts, while a significant path was not found across gender groups.