From celebrity advocacy to fandom advocacy: Harness the power of participatory fandom culture

IF 3.4 3区管理学 Q2 BUSINESS Public Relations Review Pub Date : 2025-03-01 Epub Date: 2025-01-16 DOI:10.1016/j.pubrev.2024.102538

Baobao Song , Minhee Choi

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Abstract

Drawing from social interdependence theory, self-categorization theory (SCT), and normative social influence, this study explores how nonprofit organizations can harness celebrity fandoms to drive the influence of celebrity endorsements. A survey was conducted based on the collaboration between the famous South Korean band BTS and the United Nations (UN) in sustainability communication. The results emphasize a link between fans' perceptions of participatory fandom culture and their willingness to engage in advocacy behaviors related to issues championed by celebrities. These perceptions are influenced by social interdependence among fans and the celebrity, prevailing fandom norms, and individual identification with the fandom. Nonprofit organizations can amplify advocacy efforts by strategically partnering with celebrities with interdependent and participatory fan bases. Customizing communication campaigns to fan communities' interests and norms can enhance effectiveness. This study also provides insights for fandom managers aiming to build robust fan communities. The study contributes to the discourse on public relations and the impact of passionate publics on nonprofit communications. It marks one of the initial attempts to quantify the influence of participatory fandom culture.

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从名人倡导到粉丝倡导：利用参与式粉丝文化的力量

本研究从社会相互依赖理论、自我分类理论（SCT）和规范性社会影响理论出发，探讨了非营利组织如何利用名人粉丝来推动名人代言的影响力。以韩国著名组合防弹少年团（BTS）和联合国（UN）在可持续传播方面的合作为基础，进行了调查。研究结果强调了粉丝对参与式粉丝文化的看法与他们参与与名人所倡导的问题相关的倡导行为的意愿之间的联系。这些看法受到粉丝与名人之间的社会相互依赖、流行的粉丝圈规范以及个人对粉丝圈的认同的影响。非营利组织可以通过与具有相互依赖和参与粉丝基础的名人进行战略合作来扩大宣传力度。根据粉丝群体的兴趣和规范定制传播活动可以提高有效性。这项研究也为旨在建立强大粉丝社区的粉丝管理人员提供了见解。该研究有助于公共关系和激情公众对非营利传播的影响的论述。这是量化参与式粉丝文化影响的初步尝试之一。

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来源期刊

Public Relations Review Multiple-

CiteScore

8.00

自引率

19.00%

发文量

期刊介绍： The Public Relations Review is the oldest journal devoted to articles that examine public relations in depth, and commentaries by specialists in the field. Most of the articles are based on empirical research undertaken by professionals and academics in the field. In addition to research articles and commentaries, The Review publishes invited research in brief, and book reviews in the fields of public relations, mass communications, organizational communications, public opinion formations, social science research and evaluation, marketing, management and public policy formation.