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Towards a Three-Component Model of Fan Loyalty: A Case Study of Chinese Youth

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  • Xiao-xiao Zhang
  • Li Liu
  • Xian Zhao
  • Jian Zheng
  • Meng Yang
  • Ji-qi Zhang

Abstract

The term “fan loyalty” refers to the loyalty felt and expressed by a fan towards the object of his/her fanaticism in both everyday and academic discourses. However, much of the literature on fan loyalty has paid little attention to the topic from the perspective of youth pop culture. The present study explored the meaning of fan loyalty in the context of China. Data were collected by the method of in-depth interviews with 16 young Chinese people aged between 19 and 25 years who currently or once were pop fans. The results indicated that fan loyalty entails three components: involvement, satisfaction, and affiliation. These three components regulate the process of fan loyalty development, which can be divided into four stages: inception, upgrade, zenith, and decline. This model provides a conceptual explanation of why and how young Chinese fans are loyal to their favorite stars. The implications of the findings are discussed.

Suggested Citation

  • Xiao-xiao Zhang & Li Liu & Xian Zhao & Jian Zheng & Meng Yang & Ji-qi Zhang, 2015. "Towards a Three-Component Model of Fan Loyalty: A Case Study of Chinese Youth," PLOS ONE, Public Library of Science, vol. 10(4), pages 1-16, April.
    • Handle: RePEc:plo:pone00:0124312
    DOI: 10.1371/journal.pone.0124312
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