What is Social Enhancement

The interest in consumer fandom has been strong in the last two decades and different perspectives have been proposed to examine the issue. However, the current literature only offers limited insight into what consumer fandom means and what the main antecedents and consequences of consumer fandom are. To fill the gap, the aim of this chapter is to integrate various perspectives and theoretical bases on formulating consumer fandom and to present an integrated conceptual framework of the antecedents and consequences of consumer fandom. Grounded on social identity theory, the conceptual framework proposed in this chapter identifies two self-related antecedents: self-identify and self-discovery, and three social-related antecedents: social integration, social enhancement, and subjective norms. In addition, purchase and repurchase intention, loyalty, and word of mouth are highlighted as three consequences of consumer fandom. Level of engagement is identified as the moderator between consumer fandom and its consequences.