• KSII Transactions on Internet and Information Systems (TIIS)
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• v.17 no.8
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• pp.2222-2240
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• 2023

Brand fandom refers to a collection of consumers with strong emotions toward a brand. Studying the dynamics of brand fandom can help brands understand which services or strategies influence their consumers to become a part of brand fandom. However, existing literature on fandom in the last three decades has mainly used qualitative methods, and there is still a lack of research on fandom using quantitative methods. Specifically, previous studies lack a framework for locating fandoms from online textual data and analyzing their dynamics. This study proposes a framework for exploring brand fandom dynamics based on online textual data. This framework consists of four phases based on the design thinking model: Preparing Data, Defining Fandom Categories, Generating Fandom Dynamics, and Analyzing Fandom Dynamics. This framework uses techniques such as social network analysis and process mining, combined with brand personality theory. We demonstrate the applicability of this framework using case studies of two Korean home appliance brands. The dataset contains 14,593 posts by consumers in 374 online communities. The results show that the proposed framework can analyze brand fandom dynamics using textual customer data. Our study contributes to the interdisciplinary research at the intersection of data-driven service design and consumer culture quantification.

• The Journal of the Korea Contents Association
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• v.22 no.2
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• pp.605-616
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• 2022

Given that the current Idol fandom has been enormously affected by the development of digital technology such as the Internet, mobile or social media, this study explored how generational fandom culture has been shifted depending on the fandom's use of differential online platforms and services, i.e., online community vs. social network services. The survey results indicate that 3^rd generation fandom showed significantly greater intimacy, greater attachment/worship, greater similarity toward Idol stars as well as greater fandom loyalty and greater fandom identity than 1^st and 2^nd generation fandom. Similarly, compared to online community centered fandom, social network centered fandom showed greater intimacy, greater attachment/worship, greater similarity as well as greater fandom loyalty and identity than community-centered fandom.

• International Journal of Human Ecology
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• v.15 no.1
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• pp.1-11
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• 2014

We conducted an examination of 243 female adolescent fandom members in order to understand the relationship of the engagement in fandom activities, love attitude, and ego-identity. Researchers used three scales of 'Engagement in Fandom Activities', 'Love Attitude' (Hendrick & Hendrick, 1986) and 'Ego-identity' (Dignan, 1965). Correlation analysis and multiple regression analysis were applied after data was collected depending on the scales. The study showed that the degree of engagement and the tendency towards erotic love behavior had a positive correlation. The correlation with the sub-domains of ego-identity were positive with role-expectation and self-assertiveness while self-awareness was negative. All four factors affected the degree of engagement in fandom activities. It is meaningful that research help to understand the characteristic of female adolescent fandom and simultaneously investigate the effective factors of engagement in fandom activity.

• Journal of Fashion Business
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• v.25 no.1
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• pp.165-178
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• 2021

With rise in economic activity of fandoms, fashion brands often collaborate with K-pop stars such as BTS to enhance brand preference and sales. This study analyzes why people engage in fandom activity and its effects on collaboration fashion brand preference by focusing on 'BTS' and fandom 'Army'. This study aims to provide information to establish marketing strategies by identifying the influence of fandom culture related to the Korean Wave and the fashion industry, and empirically analyzing factors affecting active customer formation for long-term growth. The data were collected from BTS fan club 'Army' and a total data sets were analyzed using SPSS25.0 statistics program. The findings of this research were as following. Frist, BTS fandom motivation were identified as Need for Approval, Communication Need, Professionalism Need, Need to Belong, Consumption Need and the BTS fan groups were categorized into 3 groups. Third, comparing BTS goods values and collaboration brand preference an excess in each group was revealed. This study is significant because it provides essential data for the marketing strategy of fandom market by comparing marketing effects of BTS with the characteristics of fandom consumers and identifying the different desires of each group. As a result of this research, it can be seen that BTS an influential leading brand, has been adopted, and the research direction of empirical analysis has been presented. In practice companies can select specific fandom targets by using the sub-levels of fandom types that have become clear and implement marketing strategies of the fandom market.

• Journal of Korea Game Society
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• v.17 no.1
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• pp.79-88
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• 2017

This study aims to examine attributes of fandom related to storytelling of media conversion in terms of division of obsession and hysteria from the psychoanalysis. Fandom of crossmedia storytelling represented by adaptation of the original is the subject who experienced a great satisfaction from the original and also the obsessive subject who does not accept easily story transformation by adaptation. Besides, fandom of transmedia storytelling is the hysterical subject who recognizes lack of the storyworld and enjoys such a lack. The original fandom of crossmedia enjoys phallic order in the authority of an original author and the original storyworld, and fandom of transmedia experiences continual and infinite 'other enjoyment' through active and direct experience beyond the linguistic order. This study is a theoretical argument to identify characteristics of fandom shown from both extremes of media conversion through comparison of obsession and hysteria. It is expected to prepare a foundation for understanding fandom of media conversion through complementing qualitative analysis on the real fandom in the follow-up research.

• The Journal of the Korea Contents Association
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• v.13 no.6
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• pp.167-176
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• 2013

This study aims firstly to examine whether adolescents' life satisfaction influences their fandom activities, then to analyze whether the influences of ego resiliency and peer relations on fandom activities vary by adolescents' life satisfaction and how, if they do, and finally, using multi-group analysis, to identify whether there are gender differences in their fandom activities. The results are as follows: Firstly, as adolescents' life satisfaction is lower, their involvement into fandom activities are increased. Secondly, peer relations and ego resiliency has different relations to fandom activities, that is the former have indirect impact on fandom activities. Ego resiliency has both direct and indirect influence on fandom activities, that is adolescents who have higher ego resiliency participate more actively into fandom activities and this influence is mediated by life satisfaction. Finally, the degree of participation into fandom activities depends of adolescents' gender, that is girls involve in fandom activities more actively. One consistent finding of this study is that fandom activities are negatively related to life satisfaction. The results of this study show that more various programs to enhance life satisfaction, self respect and peer relations of adolescents are necessary to facilitate healthier culture of adolescents.

• The Korean Journal of Archival Studies
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• no.60
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• pp.161-194
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• 2019

In modern society, popular music is becoming a reflection of public consciousness, and due to advances in technology, pop music culture is gradually spreading both quantitative and qualitatively as it provides access to popular music in a variety of different ways. K-pop has become more important to society as it reflects the social status of the day, showing the most active activities and influences at home and abroad. In this study, we revealed the definitions and characteristics of K-POP and K-POP fandom. Then, a survey was conducted on the fandom of BTS, A.R.M.Y, which can represent K-POP fandom. The survey looked at the general perception of K-pop fandom's archives, the current status of its collection and production records, the perception of popular music archives, and the donation and commission of their records. At the results, we proposed utilization plans of K-POP fandom records, for developing popular music archives.

• Journal of Internet Computing and Services
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• v.21 no.4
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• pp.59-68
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• 2020

The present study aims to explore the influence of BTS, which is popular around the world. Specifically, it aims to look at differences between Korean and Chinese BTS female fandom. Besides, it also explores factors affecting fandom's daily happiness. The study conducted a survey with Korean and Chinese female fans. Findings from surveys suggest that first, there are differences on star attributes, fandom activity and illusory romance between Korean and Chinese female fandom. Specifically, Chinese female fandom's professionalism and artistic attractiveness which are included in star attributes, and illusory romance which is gained in fandom activity are higher than Korean. In addition, Korean female fans actively participated in offline fandom activities, while Chinese female fans actively participated in online fandom activities. Second, it is found that fandom activity, star identification and illusory romance have positive effects on daily happiness. Based on these findings, implication, limitations, and topics for future research are discussed.

• The Journal of the Korea Contents Association
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• v.17 no.8
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• pp.396-405
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• 2017

There have been constant studies on adolescents' fandom activities since the 2000s. Since their fandom activities are a subculture of adolescents, it is necessary to recognize it as such and to help them in a way that minimizes its adverse effects. In this regard, this study examined the effects of fandom activities on life satisfaction and examined whether or not self-esteem has a moderating effect. To this end, the study used the 6th year data of first graders of elementary school from Korea Youth Panel Survey conducted by Korea Youth Policy Institute and analyzed the data of a total of 1,088 of them. The results of this study are as follows: First, a negative correlation was found between their fandom activities and life satisfaction and between their fandom activities and self-esteem. A positive correlations was found between their fandom activities and life satisfaction, Second, it was found that adolescents' fandom activities negatively affected life satisfaction while self-esteem had a moderating effect on the relationship between fandom activities and life satisfaction. The significance of this study lies in the fact that it identified the variable that can moderate the negative role of adolescents' fandom activities, which provided a basis for future in-depth studies on the relationship between adolescents' fandom activities, individual internal variables, and life satisfaction.

• Journal of Digital Convergence
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• v.11 no.12
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• pp.747-759
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• 2013

This study posits the activities of the fandom as information behavior: information producing, information diffusion, information sharing. The authors identify the underlying motivation and needs which lead fandom to these behavior on the basis of contents theory. In particular, the manner in which the those needs influence the information behavior of fandom is explored. The data used in this study came from various Fan Caf$\acute{e}$s which are communities of star fan. The results from the survey shows that the fandom is a kind of culture closely connected to social needs. Fandom can be viewed as an important driving force in the entertainment industry as they are co-creating the value in entertainment market.