The activities fans undertake to show their love and idolatry toward the celebrity.
Published in Chapter:
Celebrity Fans in China: Motives, Characteristics, and Marketing Impacts
Xinming Jia (Zhejiang International Studies University, China), Kineta Hung (Hong Kong Baptist University, China), and Ke Zhang (Soochow University, China)
Copyright: © 2020
|Pages: 23
DOI: 10.4018/978-1-7998-1048-3.ch006
Abstract
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.