- Title
- How devoted are you?: an examination of online music fan behaviour
- Creator
- Perkins, Alicia
- Relation
- Annals of Leisure Research Vol. 15, Issue 4, p. 354-365
- Publisher Link
- http://dx.doi.org/10.1080/11745398.2012.737301
- Publisher
- Routledge
- Resource Type
- journal article
- Date
- 2012
- Description
- Leisure activities that include culture and the arts such as popular music concerts provide ways for people to connect with others, feel socially included and promote positive community identities. Traditionally, the marketing of popular music concerts has focused on the promotion of genre styles and artists; however, if people are attending concerts to satisfy needs associated with social and individual identity, this may not necessarily be the most effective predictor of attendance frequency. Using a netnographic methodology to observe online fan activities, the aim of this study is to explore the different levels of fan identification evident among online concert goers of a popular rock band. These activities were categorized as behaviour characteristic of casual, loyal, die-hard or dysfunctional fans, using a rock fan typology proposed in previous literature to represent distinct levels of fan engagement in regard to concert attendees. Analysis of different fan behaviours evident in the discussion was contrasted with this rock fan typology. All four levels of fans were identified, dissimilar to previous studies that observed an absence of casual fans. It is suggested that a consideration of consumers’ social and individual identities may lead to the discovery of new promotional strategies aimed at targeting consumers beyond an emphasis on genre and the performing artist.
- Subject
- netnography; fan identification; online fan community; popular music; concerts
- Identifier
- http://hdl.handle.net/1959.13/1311310
- Identifier
- uon:22194
- Identifier
- ISSN:1174-5398
- Language
- eng
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