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Impact of Celebrities’ Scandalous News on Newspaper Readers (A survey Analysis from Urdu Newspaper Readers)
Abstract
The study aims to examine whether the scandalous news of readers' favorite celebrity has any effect on the existing perception of their favorite celebrity. Based on Elaboration Likelihood Model, a survey of 420 students of undergraduate and post graduate level from University of the Punjab was conducted. The finding of the study reveal that though most of the readers did not have a strong affiliation with their favorite celebrities, but once the readers had developed an affiliation with their favorite celebrity, reading any scandalous news or its follow-ups about them, liking or disliking neither increases or decreases. The scandalous news on them is perceived only as a form of entertainment which contributes in the fame of celebrities.
References
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