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.
|Title of host publication||Handbook of Research on the Impact of Fandom in Society and Consumerism|
|Editors||Cheng Lu Wang|
|Place of Publication||Hershey, PA|
|Number of pages||23|
|Publication status||Published - Oct 2019|
|Name||Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES)|