Does virtual reality affect behavioral intention? Testing engagement processes in a K-Pop video on YouTube

作者：

Highlights：

• Celebrity virtual reality videos on YouTube influence user engagement processes.

• Users of virtual reality video with a headset show high interaction with BTS.

• Fans have deeper interaction, identification, worship, and intention than do nonfans.

• Virtual reality videos on YouTube have the potential to connect with celebrities.

摘要

•Celebrity virtual reality videos on YouTube influence user engagement processes.•Users of virtual reality video with a headset show high interaction with BTS.•Fans have deeper interaction, identification, worship, and intention than do nonfans.•Virtual reality videos on YouTube have the potential to connect with celebrities.

论文关键词：Virtual reality,Audience engagement,Celebrity,BTS

论文评审过程：Received 4 October 2020, Revised 18 May 2021, Accepted 21 May 2021, Available online 22 May 2021, Version of Record 24 May 2021.

论文官网地址：https://doi.org/10.1016/j.chb.2021.106875