Pub Date : 1900-01-01DOI: 10.4018/978-1-7998-1048-3.ch015
Gabrielle T Loehr, Lee Shackleford, Karen E. Dill-Shackleford, Melody Metcalf
This chapter discusses the evolution of the Doctor Who, Star Wars, and Star Trek fandoms from their beginnings to their current releases. These brief histories highlight how fans communicated with each other before social media and how those communications changed with the advent of the internet and social media. The dynamics of online groups, individual behavior in online groups, and the life cycle of a group are all discussed before moving onto trolling and the spectrum of online incivility. Overall, most of the trolling that occurs in sci-fi fandoms comes from devotion to the franchise rather than from the desire to be divisive or negative. However, some online incivility is solely guided by sexism, racism, and the desire to sow social discord. Two examples of sexist and racist fan behavior from Star Wars: The Last Jedi illustrates the different motivations of fandom trolls as well as ways to respond. Although every fandom is different, group behavior is predictable thus insights from these iconic sci-fi fandoms can be applied to many different fandoms.
{"title":"Sci-Fi Fandoms in the Digital Age","authors":"Gabrielle T Loehr, Lee Shackleford, Karen E. Dill-Shackleford, Melody Metcalf","doi":"10.4018/978-1-7998-1048-3.ch015","DOIUrl":"https://doi.org/10.4018/978-1-7998-1048-3.ch015","url":null,"abstract":"This chapter discusses the evolution of the Doctor Who, Star Wars, and Star Trek fandoms from their beginnings to their current releases. These brief histories highlight how fans communicated with each other before social media and how those communications changed with the advent of the internet and social media. The dynamics of online groups, individual behavior in online groups, and the life cycle of a group are all discussed before moving onto trolling and the spectrum of online incivility. Overall, most of the trolling that occurs in sci-fi fandoms comes from devotion to the franchise rather than from the desire to be divisive or negative. However, some online incivility is solely guided by sexism, racism, and the desire to sow social discord. Two examples of sexist and racist fan behavior from Star Wars: The Last Jedi illustrates the different motivations of fandom trolls as well as ways to respond. Although every fandom is different, group behavior is predictable thus insights from these iconic sci-fi fandoms can be applied to many different fandoms.","PeriodicalId":254641,"journal":{"name":"Handbook of Research on the Impact of Fandom in Society and Consumerism","volume":"9 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122663424","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.4018/978-1-7998-1048-3.ch009
Anbumathi Rajendiran, S. Dorai
This chapter explains the effect of brand engagement on brand evangelism in an Indian context. It explores the motives that drive fans in brand engagement that leads to brand evangelism behavior. A nomological model is developed based on literature reviews and authors tested empirically using a survey design for two mobile phone brands. Results of the empirical study reinforces the role of brand engagement as a significant influencer of brand evangelism. Additionally, brand involvement, brand personality and self-brand connect are the constructs elucidating brand engagement, whereas brand interactivity has a direct effect on brand evangelism. Conceptual model tested among users of premium and value brand of mobile phones enlightens that customers of premium brand demonstrate stronger brand engagement and evangelism intent.
{"title":"Friendship to Kinship","authors":"Anbumathi Rajendiran, S. Dorai","doi":"10.4018/978-1-7998-1048-3.ch009","DOIUrl":"https://doi.org/10.4018/978-1-7998-1048-3.ch009","url":null,"abstract":"This chapter explains the effect of brand engagement on brand evangelism in an Indian context. It explores the motives that drive fans in brand engagement that leads to brand evangelism behavior. A nomological model is developed based on literature reviews and authors tested empirically using a survey design for two mobile phone brands. Results of the empirical study reinforces the role of brand engagement as a significant influencer of brand evangelism. Additionally, brand involvement, brand personality and self-brand connect are the constructs elucidating brand engagement, whereas brand interactivity has a direct effect on brand evangelism. Conceptual model tested among users of premium and value brand of mobile phones enlightens that customers of premium brand demonstrate stronger brand engagement and evangelism intent.","PeriodicalId":254641,"journal":{"name":"Handbook of Research on the Impact of Fandom in Society and Consumerism","volume":"712 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114706200","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.4018/978-1-7998-1048-3.ch014
T. M. Burton
Eighty years after the first science fiction convention, geek culture has gone mainstream and facilitated exponential growth in the fandom convention industry. With fandom conventions facing increasing competition and changing demographics, standing out in the crowded convention space is essential. Dragon Con founded in 1987 created the idea of the multi-genre convention that has something for everyone. Since its inception, Dragon Con has changed to fit fans' evolving tastes and formed strategic relationships with key partners. With growth comes issues related to registration, wait lines, harassment and security which need to be addressed while trying to take into account the younger and more diverse fandoms.
{"title":"When Science Fiction Meets Reality","authors":"T. M. Burton","doi":"10.4018/978-1-7998-1048-3.ch014","DOIUrl":"https://doi.org/10.4018/978-1-7998-1048-3.ch014","url":null,"abstract":"Eighty years after the first science fiction convention, geek culture has gone mainstream and facilitated exponential growth in the fandom convention industry. With fandom conventions facing increasing competition and changing demographics, standing out in the crowded convention space is essential. Dragon Con founded in 1987 created the idea of the multi-genre convention that has something for everyone. Since its inception, Dragon Con has changed to fit fans' evolving tastes and formed strategic relationships with key partners. With growth comes issues related to registration, wait lines, harassment and security which need to be addressed while trying to take into account the younger and more diverse fandoms.","PeriodicalId":254641,"journal":{"name":"Handbook of Research on the Impact of Fandom in Society and Consumerism","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131032438","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.4018/978-1-7998-1048-3.ch004
Breanna M. Todd, C. Soule
Although fandom has a rich history within pop culture, it is difficult to know what constitutes a fandom, what differentiates fandoms from similar phenomena as well as what different types of fandoms exist and how fandoms are formed and maintained. In this chapter, the authors define fandom and the related member actions that create and maintain fandoms, as well as delineate the concept from the similar fan-brand communities of transactional brand communities, social brand communities and brand publics. A typology for fan-brand communities is presented with two dimensions: 1) motivation for engagement; and 2) social status and relationship type. This typology can help guide researchers, brands, and marketers in effectively managing different subcultures of fans. This chapter may be used as a starting point for further understanding of fan-brand community-based relationships.
{"title":"Brands, Fans, and Exchanges","authors":"Breanna M. Todd, C. Soule","doi":"10.4018/978-1-7998-1048-3.ch004","DOIUrl":"https://doi.org/10.4018/978-1-7998-1048-3.ch004","url":null,"abstract":"Although fandom has a rich history within pop culture, it is difficult to know what constitutes a fandom, what differentiates fandoms from similar phenomena as well as what different types of fandoms exist and how fandoms are formed and maintained. In this chapter, the authors define fandom and the related member actions that create and maintain fandoms, as well as delineate the concept from the similar fan-brand communities of transactional brand communities, social brand communities and brand publics. A typology for fan-brand communities is presented with two dimensions: 1) motivation for engagement; and 2) social status and relationship type. This typology can help guide researchers, brands, and marketers in effectively managing different subcultures of fans. This chapter may be used as a starting point for further understanding of fan-brand community-based relationships.","PeriodicalId":254641,"journal":{"name":"Handbook of Research on the Impact of Fandom in Society and Consumerism","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129506620","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.4018/978-1-7998-1048-3.ch010
Shuojia Guo
In the digital age, the rise of social media has enabled the fan culture transitioning from “static” consumption to “dynamic” interaction. This is not only a result of the advancement of ICTs, but also a shift in digital communication driven by participatory culture. This chapter explores why social media in digital age have such a profound impact upon fandom. In particular, what is new with these fan communities that social media has done so much to enable. There is a blurring in the lines between fandom producers and consumers in the participatory fandom. Given the new forms of cultural production, fan culture has been enabled by social media and is more powerful than it was ever before. Finally, how the changing relationships between fans and producers have redefined the fandom economy.
{"title":"Return of Fandom in the Digital Age With the Rise of Social Media","authors":"Shuojia Guo","doi":"10.4018/978-1-7998-1048-3.ch010","DOIUrl":"https://doi.org/10.4018/978-1-7998-1048-3.ch010","url":null,"abstract":"In the digital age, the rise of social media has enabled the fan culture transitioning from “static” consumption to “dynamic” interaction. This is not only a result of the advancement of ICTs, but also a shift in digital communication driven by participatory culture. This chapter explores why social media in digital age have such a profound impact upon fandom. In particular, what is new with these fan communities that social media has done so much to enable. There is a blurring in the lines between fandom producers and consumers in the participatory fandom. Given the new forms of cultural production, fan culture has been enabled by social media and is more powerful than it was ever before. Finally, how the changing relationships between fans and producers have redefined the fandom economy.","PeriodicalId":254641,"journal":{"name":"Handbook of Research on the Impact of Fandom in Society and Consumerism","volume":"284 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122963123","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.4018/978-1-7998-1048-3.ch007
Alicia de la Peña
Based on a qualitative study, this chapter explores the characteristics, rituals and behaviors of the devotees of Young Living, a well-known brand of essential oils (EO). The analysis reveals five different segments: novices (first time users of EO), alchemists (innovators who discover and share new uses for the EO), alphas (passionate leaders), purists (extreme users of EO, interested in using only natural products), and evangelists (fervent devotees and promoters of the EO brand). According to alphas and evangelists, EO possess some mysticism and power; therefore, there is the need to guide and educate novices while they learn and adopt new practices, religious-like rituals and norms. At the same time this guiding and education becomes a powerful viral marketing tool that enhances the value of the EO brand. Finally, the analysis shows how social media enables EO fans to connect with each other to exchange their knowledge, passion and devotion for the brand.
{"title":"Just a Group of Oil Ladies","authors":"Alicia de la Peña","doi":"10.4018/978-1-7998-1048-3.ch007","DOIUrl":"https://doi.org/10.4018/978-1-7998-1048-3.ch007","url":null,"abstract":"Based on a qualitative study, this chapter explores the characteristics, rituals and behaviors of the devotees of Young Living, a well-known brand of essential oils (EO). The analysis reveals five different segments: novices (first time users of EO), alchemists (innovators who discover and share new uses for the EO), alphas (passionate leaders), purists (extreme users of EO, interested in using only natural products), and evangelists (fervent devotees and promoters of the EO brand). According to alphas and evangelists, EO possess some mysticism and power; therefore, there is the need to guide and educate novices while they learn and adopt new practices, religious-like rituals and norms. At the same time this guiding and education becomes a powerful viral marketing tool that enhances the value of the EO brand. Finally, the analysis shows how social media enables EO fans to connect with each other to exchange their knowledge, passion and devotion for the brand.","PeriodicalId":254641,"journal":{"name":"Handbook of Research on the Impact of Fandom in Society and Consumerism","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128689070","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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