Abstract
AbstractThis study examines whether fan–celebrity relationship strength affects public opinion regarding whether a celebrity should take responsibility for the misconduct of their fans and the intention to boycott a celebrity. This study involves three studies. Study 1 examines the mediation effects of internal attribution on the relationship between fan–celebrity relationship strength and boycott intention. Study 2 examines the effects of fan–celebrity relationship strength and power distance belief on internal attributions of inappropriate fan behavior. Study 3 investigates whether the social norm level affects the interaction effects between relationship strength and power distance belief. Study 1 indicates that the boycott intention is higher when the participants perceive the fan–celebrity relationship to be stronger. Study 2 indicates that power distance belief moderates the effect of relationship strength on the extent of generated internal attribution and thus influences boycott intention. Study 3 indicates that the interaction between relationship strength and power distance belief affects internal attribution only at a high social norm level. The results of Study 4 support the applicability of the findings of Study 3 in a real‐world setting.
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