Factors Influencing Vietnamese’s Fans’ Online Engagement, Celebrity Idolization, and Program Commitment in Music Reality Shows

Abstract

This study examines factors influencing Vietnamese fans’ online engagement, celebrity idolization, and program commitment in music reality shows. In-depth interviews with 8 young viewers were conducted to inform the development of the survey which was subsequently administered to1,026 respondents. Results indicate that artist attributes such astalent and ability, personality and attitude, attractiveness and production elements including format and scripting, audio-visualquality positively influence online engagement, with format and scripting having the weakest impact. Viewing motives, namely entertainment and relaxation, social interaction, or voyeurism also enhance engagement, which significantly boosts celebrity idolization and program commitment. Additionally, celebrity idolization positively influences program commitment. This research is the first in Vietnam to empirically investigate the engagement motivations of Vietnamese audiences with music reality shows, offering insights into audience psychology and contributing to the development of Vietnam’s entertainment industry.