• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.480-493
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• 2021

In this paper, we attempt to empirically explain the process by which fandom performs social participation using digital media. To do this, we utilize the concept of identification and the Situational Theory of Publics in a theoretical framework, and study ARMY, BTS fandom. We confirmed a positive association between communication behavior and social participation, and verified a mediating effect of the identification as well. Interestingly, horizontal identification, a fan-to-star friendly relationship, had a greater effect on moving toward social participation than did vertical identification, a fan's blind worship of a star. This study has significance in that it has figured out the relationship of personal feelings to public participation by mobilizing achievements in various research fields.

• Journal of Digital Convergence
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• v.11 no.12
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• pp.747-759
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• 2013

This study posits the activities of the fandom as information behavior: information producing, information diffusion, information sharing. The authors identify the underlying motivation and needs which lead fandom to these behavior on the basis of contents theory. In particular, the manner in which the those needs influence the information behavior of fandom is explored. The data used in this study came from various Fan Caf$\acute{e}$s which are communities of star fan. The results from the survey shows that the fandom is a kind of culture closely connected to social needs. Fandom can be viewed as an important driving force in the entertainment industry as they are co-creating the value in entertainment market.

• Journal of Digital Convergence
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• v.13 no.9
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• pp.453-461
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• 2015

The purpose of the study is to examine the effect of parenting attitudes on adolescents' fandom activities, and to prove the meditating effect of psychological factors and life satisfaction on the relationship between parenting attitudes and adolescents' fandom activities. The results are as follows: First, while negative parenting attitude influenced negatively adolescents' fandom activities, positive parenting attitude had no effect on them. Second, positive parenting attitude had negative effect on adolescents' psychological factors, but negative parenting attitude influenced positively them. Third, adolescents' psychological factors influenced positively their fandom activities. Fourth, adolescents' psychological factors had perfect mediating effect between positive parenting attitude and their fandom activities, and they also played partial mediating role between negative parenting attitude and their fandom activities.

• Journal of Digital Convergence
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• v.16 no.10
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• pp.243-251
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• 2018

The purpose of this study was to examine whether fandom activity of adolescents mediates ego - resilience when affecting self - esteem. For this, data from the 7th year (2016) of the first 4 panels of the Korea Child and Youth Panel Survey were used and the questionnaire of 2,378 first - year high school students was used for the analysis. The results of the analysis are as follows. First, the fandom activity showed a positive predictive value of negative self - resilience. Second, the fandom activity predicted the self - esteem as a negatively. Third, ego - resilience predicts self - esteem statistically and significantly. Fourth, ego - resilience partially mediated the relationship between fandom activity and self - esteem. In other words, it is confirmed that the fandom activity directly lowers the self - esteem but indirectly decreases through the ego - resilience. This study can be meaningful in that it examines the effect of the fandom activity on the self - esteem of the adolescents and the process leading to it.

• Journal of Digital Convergence
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• v.14 no.9
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• pp.349-358
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• 2016

The purposes of the study are to examine the relationship amongst adolescents' internet usage, fandom activities, sense of community and their mental health in the digital era and to probe into the effect of internet usage, fandom activities, sense of community on adolescents' mental health. The results are as follows: First, there were statistically significant correlations among those four factors. Secondly, it shows that the effect of internet usage, fandom activities and sense of community on the adolescents' mental health have a difference by gender. In the case of female adolescents, there is no effect of internet usage on their mental health. But, the study reveals that adolescents' internet usage and fandom activities which now are accepted as a part of their culture, could be combined with the sense of community and could have an effect on the adolescents' mental health. Furthermore, the study casts a light on the possibility to build a strong point on adolescents' activities, education, counseling and policy making for the purpose to enhance adolescents' mental health in the future.

• Journal of the Korea Society of Computer and Information
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• v.27 no.7
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• pp.137-144
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• 2022

This study is an empirical study on whether the interval of K-pop content updates and price changes consumer purchasing intentions for domestic fandom commerce platforms that turn their profit structure online and strengthen fandom-based marketing to cope with changes in the digital environment. FGI and a survey was conducted using a conjoint analysis designed to confirm the difference in price elasticity according to the content update interval. As a result, the price elasticity of K-pop content was found to be an inelastic characteristic, and the change in price elasticity according to the content update interval was not statistically significant. This study provides basic data to be used to establish a marketing strategy for the fandom commerce market that will grow in the future.

• The Journal of the Korea Contents Association
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• v.20 no.1
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• pp.378-391
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• 2020

This paper tries to critically examine how development of digital technology affects on the processes of production, consumption and intermediation of popular culture. We focus on the case of BTS to find changes after new media environment. In production part, artist produces diverse contents through multiple platforms to be a 'total package', and in consumption part, fans vote and promote online to support their artist, and their roles have expanded to the cultural intermediary at some part, so on the part of intermediation, inequalities from the power relations have changed in a part.

• Journal of Digital Convergence
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• v.17 no.11
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• pp.523-530
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• 2019

This study examines how global fandom for Korean dramas is formed and maintained by examining the reason and purpose of voluntarily making the subtitles of Korean drama through in-depth email interviews with foreign subtitle producers(fan subber) working on a video site called Viki.com. The research focused on Viki's fan community, which has grown into the most influential Korean Wave platform. Collective intelligence expresses in the fan community produces more than professional results and they are acting as consumers, cultural producers, and second creators of K-content. In order to continue the spread of K-content, it needs to pay more attention to the long-term strategy of global fandom combined with the fan community activities of the new media platform and network effects.

• Journal of Public Diplomacy
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• v.3 no.1
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• pp.1-19
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• 2023

Objectives: This study aims to discover how the spread of K-POP and the diversification of the Korean Wave affects Korea's national reputation. K-POP stars are diversifying their interactions with fandom by creating an online space to consume various products and services related to their stars and engage in fan activities. Because of this, this study aims to examine the relevance of K-POP to national reputation through a parasocial relationship with K-POP stars by fandom forming a community and utilizing media. Methods: An online survey was conducted in English using the Amazon survey company Mechanical Turk for BTS fans living in the United States. A total of 195 people's data, excluding incomplete responses, were used for the analysis. Results: It was found that BTS fans' social media participation activities themselves did not directly affect Korea's national reputation. But the mediating effect of BTS fans' parasocial relationship was found. That is, BTS fans' social media participation activities had a positive effect on their parasocial relationships with BTS which in turn had a positive effect on their national reputation. Conlusions: The use and participation of BTS fans in social media in Korea's national reputation has no significant effect on itself, but it has been found that it affects the national reputation through forming parasocial relationships. From the study results, the parasocial relationship of K-POP fans can be used as a strategic mechanism to enhance the national image and Korea's national reputation.

• Knowledge Management Research
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• v.24 no.4
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• pp.195-218
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• 2023

This study empirically analyzes the effect of a sports club's performance and social media operations on online information search volume, reflecting fan engagement. Additionally, it confirms that such effect can vary depending on the issuance of sports fan tokens. The analysis of the data resulted in the support of all four hypotheses presented in this study. The team's goal differentials during the games exhibited a significant and positive effect on the online information search volume by fans. Furthermore, the quantity of a team's social media posts also showed a significant and positive effect on the online information search volume. The aforementioned effects of the team's game-related performance and social media activity on the online information search volume appeared to be strengthened when the sports fan tokens of the team were issued. This study conducts an empirical analysis of fan engagement in sports clubs and delves into the marketing dimensions of sports fan tokens. By doing so, it broadens the research scope within sports marketing and offers practical insights for the development of marketing strategies by sports clubs.