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Celebrity Politics: Construction and Validation of a Scale to Measure the Political Influence of Celebrities

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  • Azmat Rasul
  • Donghee Shin

Abstract

This study develops and validates the Political Influence of Celebrities Scale (PICS), designed to assess how entertainment celebrities influence young adults’ political attitudes and behaviors. Drawing on survey data collected from 498 university students in the United States, we applied exploratory and confirmatory factor analysis to test the scale’s structure and psychometric validity. The results support a three-factor model consisting of general attitudes toward celebrities, enjoyment of celebrity-centered political content, and behavioral outcomes such as political discussion and participation. Each subscale demonstrated strong internal reliability (Cronbach’s α ≥ .79). The PICS provides a theoretically grounded and empirically supported measure to better understand celebrity-driven political engagement. This study contributes to the literature by offering a valid tool for future research, cross-cultural adaptation, and applied political communication strategies.

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  • Azmat Rasul & Donghee Shin, 2025. "Celebrity Politics: Construction and Validation of a Scale to Measure the Political Influence of Celebrities," SAGE Open, , vol. 15(3), pages 21582440251, September.
    • Handle: RePEc:sae:sagope:v:15:y:2025:i:3:p:21582440251375395
    DOI: 10.1177/21582440251375395
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