• 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.

• 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.

• 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 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.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.13 no.1
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• pp.235-241
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• 2013

This article examines the Internet fandom culture of YouTube and Facebook and Twitter for Korea Wave Fandom. This article the principle of shared network connection and re-mediated and looked at in terms of the spread and the value passed. Useful field of view which korea wave look forward to continue to release and Challenges. At the same time, Korea wave fandom optimized to analyze and understand the fundamental principles of the SNS, the new media and the spread of the wave, the need arises. Korea Wave fandom connection value granted, through the process of tracking. Watch for them through the propagation and spread of Korean culture and virtuous principles. Korea Wave fandom research this article in the future for fandom korea wave and dig into the more fundamental principles of deductive help understand expected.

• Journal of the Korean Society of Child Welfare
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• no.56
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• pp.101-132
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• 2016

Fandom is a meaningful social phenomenon that represents a significant dimension of contemporary Korean youth culture. Previous research, however, has considered fandom as a deviant activity that is negative in nature, and there is scant research on the positive effects of fandom activity. This study examined the effects of off-line and on-line fandom activity participation on adolescents' academic time management capability. Data were collected from three waves (2010, 2012, and 2014) of the Korean Children and Youth Panel Survey (middle school cohort; N=2,206 at baseline). Results from the multi-level growth curve analysis were as follows. First, more than half of the adolescents reported participating in fandom activities, and the majority of them participated in both online and offline activities. Second, adolescents' academic time management capability improved over time. Third, both off-line and on-line fandom activity participation was positively associated with adolescents' academic time management capability at the baseline (first year of middle school). The size of this relationship, however, decreased over time (from middle school to high school). This study presented the importance of appropriate guidance by adults to develop and promote the positive aspects of fandom activity, and highlighted the need for further research that focuses on the positive aspects of fandom activities.

• The Journal of the Korea Contents Association
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• v.19 no.5
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• pp.296-305
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• 2019

With the growth of the Korean Wave and the importance of the fandom economy, it is necessary to consider the competitiveness of the Korean Wave with its fandom viewpoint. Particularly, the fandom phenomenon shows the characteristics of identifying the favorite star and actively acquiring and sharing related information in the fan community. Therefore, in this study, we examined the influence of Korean national image on consumers' intention to use Korean contents, and examined the mediating effects of fandom identification among Chinese, Japanese and Vietnamese consumers. As a result of the empirical analysis, cultural image, corporate image, and product image were found to have statistically significant influence on the intention to use Korean Wave contents. In addition, star identification and pan community identification showed partial mediation in the effect of cultural images on the intention to use Korean contents. The results of this study suggest that the Korean Wave is a leading factor for the continuous development of Korean Wave, not the halo effect point for improving the national image, and the mediating effect of the fandom phenomenon is tested empirically.

• Korean journal of communication and information
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• v.81
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• pp.272-298
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• 2017

This study aims at understanding Korean fans who are also one of the most inquisitive consumers of the Korean pop products. For this purpose, it examines how Korean fandom perceives the procedures of the K-pop's globalization and constructs different perspectives of foreign fans. Firstly, it examines Korean fandom's the national pride as the K-pop expands to the global markets. Secondly, it explores how the Korean fandom rationalizes its possessive instinct while the global fans and markets becomes increasingly important. Finally, it explores how the Korean fandom constructs the different perceptions on foreign fans. In order to observe korean fans' thoughts and activities, it participates in the interactions in the tweeters and an online community. The Korean fans' perspective reflects both on individual tastes and the social dimensions in which fans live through. Through the lens of the Korean fandom, this study attempts to explicate the Korean fans' perception on foreign fans, which reflects another dimension of the K-pop's globalization.