Celebrity Fans in China: Motives, Characteristics, and Marketing Impacts

Xinming Jia, Kineta Hung, Ke Zhang

Research output: Chapter in book/report/conference proceedingChapterpeer-review


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.
Original languageEnglish
Title of host publicationHandbook of Research on the Impact of Fandom in Society and Consumerism
EditorsCheng Lu Wang
Place of PublicationHershey, PA
PublisherIGI Global
Number of pages23
ISBN (Electronic)9781799810490
ISBN (Print)9781799810483
Publication statusPublished - Oct 2019

Publication series

NameAdvances in Marketing, Customer Relationship Management, and E-Services (AMCRMES)
ISSN (Print)2327-5502
ISSN (Electronic)2327-5529


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