Celebrity philanthropy is a recent but widespread phenomenon in China. Using social network analysis, this paper seeks to answer the following questions: Is a celebrity’s position within a social network related to that celebrity’s philanthropic engagement, and how? Does a celebrity’s network position interact with normative influence to affect philanthropic engagement? What implications the study has for the development of modern philanthropy in China? Hypotheses regarding the associations between philanthropic engagement and a celebrity’s social network were tested using a sample from the “Celebrity Relationship Database.” Findings suggest that philanthropic engagement was more common in the center of the social network; under normative influence, a celebrity was more likely to engage in philanthropic activities if other members within the social network were active in philanthropic engagement; and, the effect of normative influence was stronger for celebrities who were positioned at the center of a social network than those who were positioned at the periphery. Implications for the development of modern philanthropy in China are also discussed.
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