TY - CHAP
T1 - Celebrity Fans in China
T2 - Motives, Characteristics, and Marketing Impacts
AU - Jia, Xinming
AU - Hung, Kineta
AU - Zhang, Ke
N1 - Publisher copyright:
© 2020 by IGI Global.
PY - 2019/10
Y1 - 2019/10
N2 - This chapter examines the motives, characteristics, and marketing impacts of celebrity fans in China, and illustrates these points using the fans of Wallace Chung. Based on a grounded theoretical approach, the analysis reveals five fan segments with different motives and marketing impacts: casual fans (playful, limited marketing impacts); fascinated fans (aspirational, fervent purchasers); devoted fans (sense of belonging, voluntary marketer-promoters and fervent purchasers); dysfunctional fans (identification with celebrity, rally pro); and reflective fans (solid self-identity, celebrity image-shapers). The analysis shows that in addition to buying celebrity-related products, fans undertake essential marketing activities (celebrity image-shapers, voluntary marketer-promoter) that in the past were the domains of agency management and marketers of endorsed products. These changes elevate fans to become marketing partners. Implications are discussed.
AB - This chapter examines the motives, characteristics, and marketing impacts of celebrity fans in China, and illustrates these points using the fans of Wallace Chung. Based on a grounded theoretical approach, the analysis reveals five fan segments with different motives and marketing impacts: casual fans (playful, limited marketing impacts); fascinated fans (aspirational, fervent purchasers); devoted fans (sense of belonging, voluntary marketer-promoters and fervent purchasers); dysfunctional fans (identification with celebrity, rally pro); and reflective fans (solid self-identity, celebrity image-shapers). The analysis shows that in addition to buying celebrity-related products, fans undertake essential marketing activities (celebrity image-shapers, voluntary marketer-promoter) that in the past were the domains of agency management and marketers of endorsed products. These changes elevate fans to become marketing partners. Implications are discussed.
UR - https://www.igi-global.com/book/handbook-research-impact-fandom-society/230951
U2 - 10.4018/978-1-7998-1048-3.ch006
DO - 10.4018/978-1-7998-1048-3.ch006
M3 - Chapter
SN - 9781799810483
T3 - Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES)
SP - 104
EP - 126
BT - Handbook of Research on the Impact of Fandom in Society and Consumerism
A2 - Wang, Cheng Lu
PB - IGI Global
CY - Hershey, PA
ER -