Opportunities and Challenges for Commercial Brands under Fan Economy

Research Article
Open access

Opportunities and Challenges for Commercial Brands under Fan Economy

Shuchang Zhang 1*
  • 1 University of Warwick    
  • *corresponding author u2024061@live.warwick.ac.uk
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/17/20231057
AEMPS Vol.17
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-77-5
ISBN (Online): 978-1-915371-78-2

Abstract

With the popularization of the Internet and a variety of social media, an increasing amount of investment was made in the market, and a new form of self-media marketing emerged. And as the market continues to grow and expand, some practitioners have become "celebrities" in this market, which we call an influencer. Different from the traditional celebrity or movie star. They are more engaged on the internet instead of offline activities through the "self-media" they mainly established by themselves. They gain financial benefits by advertising their own brand or endorsing other existing brands using their "celebrity" (or influencer) effect. The fan economy is booming because of this environment. Some companies have significantly improved their popularity, attracted lots of attention through the fan economy, and obtained huge profits. However, some negative content and value orientation in the fan economy may lead to threats to both companies and social stabilization. This paper will illustrate research on the "fan economy" in self-media marketing. Based on the analysis of different "self-media" platforms domestically and abroad. Demonstrating how companies should better seize the benefit and avoid the negative impact brought by this new economy in such an era.

Keywords:

fan-economy, self-media marketing, internet marketing

Zhang,S. (2023). Opportunities and Challenges for Commercial Brands under Fan Economy. Advances in Economics, Management and Political Sciences,17,53-58.
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References

[1]. Larsen, K. and Zubernis, L., 2012. Fan culture. Newcastle upon Tyne: Cambridge Scholars.

[2]. Bankmycell.com. 2022. How Many People Have Smartphones Worldwide (Oct 2022). [online] Available at: <https://www.bankmycell.com/blog/how-many-phones-are-in-the-world> [Accessed 9 October 2022].

[3]. Morning Consult. 2022. Morning Consult. [online] Available at: <https://morningconsult.com/> [Accessed 9 October 2022].

[4]. Hur, W., Ahn, K. and Kim, M., 2011. Building brand loyalty through managing brand community commitment. Management Decision, 49(7), pp.1194-1213.

[5]. I research. 2022. Research report. [online] Available at: <https://www.iresearch.com.cn/Detail/report?id=3968&isfree=0 > [Accessed 9 October 2022].

[6]. ZHONG, Y., 2011. Consumption of belonging. Chinese quality travels ten thousand miles, 83, p.1.

[7]. Medium. 2022. Customer Experience Strategy of Apple — Revealing the Secret. [online] Available at: <https://cxjournal.medium.com/customer-experience-strategy-of-apple-revealing-the-secret-e33007e51c9b> [Accessed 14 October 2022].

[8]. zhang, m., 2022. Research on supportive behavior in fan economy, 55, p.42.

Cite this article

Zhang,S. (2023). Opportunities and Challenges for Commercial Brands under Fan Economy. Advances in Economics, Management and Political Sciences,17,53-58.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 2nd International Conference on Business and Policy Studies

ISBN：978-1-915371-77-5(Print) / 978-1-915371-78-2(Online)
Editor：Canh Thien Dang, Javier Cifuentes-Faura
Conference website: https://2023.confbps.org/
Conference date: 26 February 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.17
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Larsen, K. and Zubernis, L., 2012. Fan culture. Newcastle upon Tyne: Cambridge Scholars.

[2]. Bankmycell.com. 2022. How Many People Have Smartphones Worldwide (Oct 2022). [online] Available at: <https://www.bankmycell.com/blog/how-many-phones-are-in-the-world> [Accessed 9 October 2022].

[3]. Morning Consult. 2022. Morning Consult. [online] Available at: <https://morningconsult.com/> [Accessed 9 October 2022].

[4]. Hur, W., Ahn, K. and Kim, M., 2011. Building brand loyalty through managing brand community commitment. Management Decision, 49(7), pp.1194-1213.

[5]. I research. 2022. Research report. [online] Available at: <https://www.iresearch.com.cn/Detail/report?id=3968&isfree=0 > [Accessed 9 October 2022].

[6]. ZHONG, Y., 2011. Consumption of belonging. Chinese quality travels ten thousand miles, 83, p.1.

[7]. Medium. 2022. Customer Experience Strategy of Apple — Revealing the Secret. [online] Available at: <https://cxjournal.medium.com/customer-experience-strategy-of-apple-revealing-the-secret-e33007e51c9b> [Accessed 14 October 2022].

[8]. zhang, m., 2022. Research on supportive behavior in fan economy, 55, p.42.

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