Communications in Humanities Research ISSN: 2753-7072
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Research Article

The Influence of the Fan Economy on Brand Marketing and the Public's Consumption Outlook

Shuheng LiuXiamen Institute of Technology*

* Corresponding author: [email protected]

Abstract

In today's society, the widespread prevalence of social media and mobile internet in contemporary society has propelled the rapid development of "fan culture", with the fan economy emerging as a significant factor influencing the consumption outlook of today's youth. This commercial model, underpinned by vast fan communities, derives economic value through fan participation and consumption behaviour, exerting an increasingly profound influence on both consumer markets and consumer perceptions. Against the backdrop of this fan economy boom, this study employs questionnaire surveys and case studies to gather data and empirical evidence. It focuses on how the fan economy shapes consumer attitudes and its specific impacts, while also examining the long-term consequences of these influences on both the market and consumers themselves. Findings reveal that while the fan economy promotes diversification in consumer values, it also fosters issues such as excessive consumption and blind idol worship. For the market, it enhances brand value and sales volumes, yet carries the risk of vulnerability to negative incidents. This paper offers insights into the dual impact of the fan economy, providing valuable guidance for brands to regulate their operations and for consumers to engage rationally within this economic sphere.

Keywords: Fan economy; brand marketing; consumption concepts; impact research.
Published: February 2, 2026
DOI: 10.54254/2753-7064/2026.BJ31617
Volume: CHR Vol.101
pp. 95-100
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