• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.1
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• pp.17-32
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• 2019

This study examines the effects of SNS fashion influencer's authenticity on the followers' relationship maintenance intention and product purchase intention through the mediating role of fanship. In addition, influencer's attractiveness is proposed as a moderator affecting the authenticity on fanship; in addition, authenticity is operationalized as honesty and expertise. A written survey is developed for 181 female Instagram users. The analyses of the data yields the following findings. First, honesty has a positive effect on fanship, relationship maintenance intention and purchase intention, while expertise affects fanship and relationship maintenance intention, but does not have a significant effect on purchase intention. Second, honesty and expertise have a positive effect on follower behavior intention through the partial mediation of fanship. Third, social attractiveness and physical attractiveness have a significant effect on fanship. However, all interaction effects between authenticity and attractiveness are not significant. Unlike authenticity, attractiveness has no direct effect on follower behavior intention. This study verifies the critical role of authenticity for an influencer in the context of SNS marketing and commerce, as this factor leads to followers behavioral intention as well as fanship in both direct and mediated paths.

• Asia-Pacific Journal of Business
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• v.13 no.2
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• pp.63-77
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• 2022

Purpose - The purpose of this study is to examine the mediating effect of fanship between relational bonds and consumers' engagement. Also the study demonstrates the moderating effect of consumers' social support between relational bonds and fanship. Design/methodology/approach - The data were collected from Chinese consumers who have used live commerce within the last 6 months. The survey was conducted using self-reported questionnaire and a total of 276 questionnaires were used for the analysis. Regression analyses with bootstrapping were conducted to test the research models. Findings - Findings of the study showed that fanship mediated the relationship between financial bonds, social bonds and consumers' engagement. Furthermore, consumers' social support such as informational support and emotional support moderated for the relationship between relational bonds and fanship. Research implications or Originality - The findings of the study contributes to providing a theoretical framework to explain consumer behavior in a live commerce by examining the relationship between financial bonds, social support, fanship, and engagement.

• Journal of Korean Society for Quality Management
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• v.51 no.3
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• pp.347-362
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• 2023

Purpose: The purpose of this study is to analyze whether service quality and sensibility quality have an effect on securing passionate fans of educational institutions as a management marketing strategy that can maximize parent satisfaction in order to secure a competitive advantage for infant and toddler educational institutions. Methods: In this study, a questionnaire survey was conducted on parents attending educational institutions for infants and toddlers, and hypotheses were verified through frequency analysis, reliability and validity correlation analysis using SPSS 22.0. Results: The results of this study are as follows. First, it was found that service quality has a significant effect on rapport formation. Second, among the sub-factors of emotional quality, stimulation and identity had a significant effect on rapport formation. Third, among the sub-factors of service quality, sensiblity and responsiveness had a significant effect on brand fanship. Fourth, among the sub-factors of sensibility quality, stimulation and identity had a significant effect on brand fanship. Fifth, rapport formation was found to have a significant effect on brand fanship. Conclusion: This study is meaningful as a service and sensibility quality study focused on educational institutions at the present time when research on service quality and sensiblity quality targeting early childhood educational institutions is insufficient. In addition, in terms of management of educational institutions for infants and young children, by paying attention to the formation of a careful and pleasant relationship with the fans of educational institutions, an empirical example of a theoretical research model was shown that strong attachment to educational institutions and positive participation lead to loyal fans.

• Asia Marketing Journal
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• v.24 no.2
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• pp.39-50
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• 2022

Live streaming has become one of the most important communication tools for influencers to synchronously interact with viewers. It is critical to understand the effect of the reciprocal and synchronously interactive relations built between influencers and viewers, so-called trans-parasocial relations, in the context of live streaming. In this study, we investigate how trans-parasocial relations impact viewers' stickiness and purchase intention on live streaming platforms. Furthermore, we investigate fanship as a mediating factor in the relationship between trans-parasocial relations and viewers' behaviors. Overall, the results reveal significant direct and indirect effects of trans-parasocial relations on viewers' stickiness and purchase intention. Higher trans-parasocial relations further lead to stronger viewers' fanship toward influencers and increases their willingness to stay longer or make purchases on live streaming platforms. These findings further the understanding of influencer-viewer relations and viewers' behavior on live streaming platforms and provide valuable insights into influencer marketing and live streaming.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.11
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• pp.6547-6555
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• 2014

This study attempted to verify what motivates fans to follow college sports teams' social media and identify the motivational factors that can best predict fans' social media consumption. Confirmatory Factor Analysis (CFA) indicated that previously identified seven motives for online consumption, i.e., information, diversion, socialization, pass-time, fanship, team support, and technical knowledge, are compatible with the use of college sports teams' social media. In addition, a results of multiple regression found diversion, socialization, fanship, team support, and technical knowledge to significantly predict the level of social media consumption while information and pass-time did not significantly affect social media consumption. In particular, socialization had the greatest influence on social media consumption.

• Journal of Digital Convergence
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• v.17 no.11
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• pp.117-126
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• 2019

This research examined whether and how prior customer participation and the relationship commitment of the brand enhance experiential behaviors of offline stores such as Apple, Huawei, MI, Oppo, Samsung, Vivo. A structured self-report questionnaire was administered to collected 258 survey responses and structural equation modeling was applied using SPSS and AMOS. The results of this study are as follows: First, customer participation increased normative commitment, emotional commitment, and persistent commitment. Second, the relationship commitment of consumers enhanced various experiential behaviors such as entertainment experience, educational experience, escapist experience, and aesthetic experience. Third, consumers with high brand fanship reported more positive aesthetic and escapist experience. The results of this study are expected to provide effective marketing strategies for companies setting up offline experience stores by understanding customer participation and involvement that should be considered for consumers targeted.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.2
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• pp.1064-1072
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• 2015

This study attempted to identify the motivational factors for using athletes' SNS among Chinese sports fans. The researchers posted a hyperlink of an online survey on a total of 8 Chinese Olympians' SNS(Weibo) accounts after obtaining the athlete's approval. A total of 274 surveys were gathered from the visitors of SNS. Of the 274 surveys, 33 were discarded because of missing values. Confirmatory factor analysis and structural equation modeling revealed the following. Diversion, pass-time, athlete support, and technical knowledge were significantly and positively related to social media consumption while information, socialization, and fanship had no significant predictive effect on social media consumption.

• Journal of Sport and Applied Science
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• v.8 no.2
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• pp.1-12
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• 2024

Purpose: The purpose of this study is to understand fans' perception of the MLS. Particularly, this study investigates both the avid fan's perception of the MLS as well as the same perception in a potentially larger audience. This study aims at (1) segmenting the findings into three groups, (2) understanding the characteristics of these groups from the sport marketing prospective and (3) comparing the three groups to see whether there are any similarities and differences. Research design, data, and methodology: Using motivational factors alongside the 4P's of marketing, these three segments were analyzed and their similarities and differences were compared. An online survey was created and distributed through different MLS databases. Results: Prior to the distribution, a few hypotheses were made regarding the motivational factors of fans; specifically, that the quality of play has led to a lack of interest in the league and that the presence of star athletes has the potential to bring in more fans for the league. The quality of play and star athletes are important and thus a bigger emphasis needs to be placed on the designated player rule. At the same time, more television coverage as well as more exhibition games with international teams can generate more buzz for the league and garner more fans. Conclusions: This study explored motivational factors which support fanship of Major League Soccer. Further implications were discussed.

• Journal of Service Research and Studies
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• v.13 no.1
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• pp.26-47
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• 2023

In the age of digital media transformation, the rapid rise of social media has changed the paradigm of traditional marketing techniques by leveraging the influence of influencers. However, the influence of influencers cannot be freed from ethical issues that arise as individuals, so virtual influencers are emerging as a countermeasure. This study is a study on how to increase the influencer effect of virtual models with a focus on the MZ generation in medical service. This study investigated whether respondents in their 40s or younger were aware of 'Rosy', a virtual influencer, and then conducted a survey on those who recognized 'Rosy'. As a result of this study, first, both cognitive and emotional motivation had a positive influence on fanship and attractiveness for virtual influencer. In addition, it was found that there was a difference in follow motive according to gender. Second, in order to lead to the intention of visiting hospitals, which is the medical service industry, only the cognitive motives with useful and reliable information and useful information for the virtual influencer were found to be significant in intention to visit.