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Abstract

The study explores the prevalence and intensity of Celebrity Worship Syndrome (CWS) among Generation Z. The objectives of the present study were to analyze gender difference in the manifestation of CWS and to assess the prevalence and intensity of CWS among generation Z. The present study adopted quantitative research design, and the sample population was university students. The sample comprised of 148 respondents who were selected through purposive sampling technique. The standardized instrument Celebrity Worship Scale (McCutcheon, Lange, & Houran, 2002) was used to collect the data it was available online with open access. SPSS was used for analysis of quantitative data and descriptive statistics represented the summarised values. The difference between two genders was analysed using Chi-square test. The chi-square test indicates that gender does not significantly affect the level of Celebrity Worship Syndrome (CWS) in generation Z. Male and female were found to be evenly distributed across Celebrity Worship Syndrome (CWS), with slightly higher level of female adoration towards celebrities, though this difference was not significant.