Participatory Culture and Fan Loyalty in Idol Groups: The Case of BTS
Abstract
Within the framework of event theory, this study attempts to study the influence of participatory culture on fan loyalty of idol groups using BangTan Sonyeon Dan (BTS) as an example by means of interviews and questionnaires. Based on the results of existing studies, the study found that participatory culture basically presents a positive influence on fan loyalty. Unexpectedly, for one, interaction among fans does not largely reflect a dissipating effect on the negative emotions generated by negative news. For two, fans would be more inclined to consume products that are both meaningful to their personal lives and beneficial to the idols themselves. In conclusion, the study found that despite the differences in the pathways of influence between fan-fan interactions and interactions with idols themselves, the participatory culture of idol groups as a whole still showed a facilitating effect on fan loyalty. At the same time, fans still maintain a certain degree of consumption rationality in participatory culture, demonstrating the cultural advantage of participatory culture in guiding fans to mitigate impulsive consumption. This study empirically links the relationship between participatory culture and fan loyalty, and provides a model for the development of idol groups.
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