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Celebrity Fans in China: Motives, Characteristics, and Marketing Impacts

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Celebrity Fans in China: Motives, Characteristics, and Marketing Impacts 104 Chapter 6 Celebrity Fans in China: Motives, Characteristics, and Marketing Impacts Xinming Jia Zhejiang International Studies University, China Kineta Hung Hong Kong Baptist University, China Ke Zhang Soochow University, China ABSTRACT This chapter examines the motives, characteristics, and marketing impacts of celebrity fans in China, and illustrates these points using the fans of Wallace Chung. Based on a grounded theoretical approach, the analysis reveals five fan segments with different motives and marketing impacts: casual fans (play- ful, limited marketing impacts); fascinated fans (aspirational, fervent purchasers); devoted fans (sense of belonging, voluntary marketer-promoters and fervent purchasers); dysfunctional fans (identification with celebrity, rally pro); and reflective fans (solid self-identity, celebrity image-shapers). The analysis shows that in addition to buying celebrity-related products, fans undertake essential marketing activities (celebrity image-shapers, voluntary marketer-promoter) that in the past were the domains of agency management and marketers of endorsed products. These changes elevate fans to become marketing partners. Implications are discussed. INTRODUCTION A celebrity is a human brand (Thomson, 2006) who, in the age of social media, has a robust network of fans that comprise the major group of purchasers, consumers, and ardent promoters of the celebrity. Celebrity fans are now connected by social media to form a virtual community across regions. On the one hand, they exert influence on popular culture (i.e. celebrity fan culture), the economy (i.e. fan economy), DOI: 10.4018/978-1-7998-1048-3.ch006 Copyright © 2020, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Celebrity Fans in China and marketing practices (Huang, 2015). On the other hand, they provide dedicated support to the celeb- rity. Through individual and organized activities, the community of loyal and enthusiastic fans supports a celebrity directly through its consumption activities, such as attending a concert, watching a movie, and buying mementos; and indirectly through its consumption of celebrity-endorsed products. Further, fans create and share user-generated content (UGC) in the form of text, images and videos on social media (Kaplan & Haenlein, 2010), thus providing free publicity to the celebrity. Given the importance of the fans’ roles in the promotion and consumption of the celebrity and related products, researchers and practitioners alike are interested in understanding who the fans are and their motives and impacts in a consumerist culture and society. Although an individual may attain celebrity status by pursuing a successful career in a variety of areas, including sports, entertainment, business and politics, in China they are the entertainers such as actors, actresses, singers and musicians who are the most popular. Baidu and Weibo, which index the popularity of celebrities in the country, consistently rank entertainment celebrities among the top. Further, accord- ing to the 2017 Forbes China Celebrity List (Flannery, 2017) that ranks celebrities by income, all of the top 50 celebrities came from the entertainment industry. Therefore, this chapter focuses on the fans of entertainment celebrities, given their importance in the consumerist economy and in popular culture. The chapter aims to enrich the literature on fandom and celebrity endorsement by examining the characteristics and motives of fans in China, as well as their marketing impacts on the celebrity and re- lated works. The chapter begins with an examination of organized fandom and fan segments on different dimensions, followed by an illustrative study of the fans of Wallace Chung. Based on an in-depth analy- sis of UGC, the chapter identifies five segments of fans with different motives and marketing impacts. Of particular interests are fan activities such as (re-)shaping the celebrity’s image and being voluntary marketer-promoters for the celebrity, his/her works and endorsed products, activities that were formerly conducted solely by the celebrity’s agency and marketers of endorsed products. The chapter ends by discussing the marketing impacts of organized fandom. As shown in the many examples included in the chapter, celebrity fans are now a marketing partner involved in co-creating the celebrity and promoting his/her related products. THE RISE OF ORGANIZED FANDOM Celebrities have always had fans; yet, prior to the social-media era, the fans were scattered. Fan com- munities were small and unconnected, situated in different cities, townships and universities. During this time, a fan’s knowledge about a celebrity was based by-and-large on the celebrity’s works (e.g. TV series, movies, interviews and variety shows) and reports on mass media (e.g. newspapers and periodicals). This one-way, controllable path allowed the management agency and the media industry to plan and create the image of each celebrity. The fans at the receiving end were generally passive in this regard. This situation changed with the emergence of Weibo, the largest social-networking site in China. Weibo has 261 million active monthly users and 120 million active daily users. It allows fans not only to follow celebrity news but also to take an active role in engaging the celebrity. Further, it provides a platform for fans to connect with and follow one another. It is also a convenient platform for fans to retrieve, like, and share one another’s public statements about their idol. Currently, social media connect celebrity fans all across the country in China. Aside from the celeb- rity’s official Web pages, fans also create webpages (fan pages) that often come up as suggested Web 105 Celebrity Fans in China pages in an Internet search of a celebrity. Also, the fan pages are often linked to one another, providing easy access to people who share similar interests in a celebrity. Together, these webpages function as a virtual “brand community” for a celebrity (Muniz & O’Guinn, 2001), connecting fans with the celebrity and with other fans with similar interests, attitudes, and behaviour. While a fan community is a loosely organized entity, it allows fans to take initiatives to care for and think more deeply about their collective idol and intervene should need arise. Characteristics of a Fan Community Since the main function of a fan community is to strengthen the attachment between fans and their idols, the fans of a particular celebrity are united in their external front. They spare no efforts in voting, rank- ing, “protecting” their idol, and declaring their idol’s supremacy and their love for the idol. Also, fans comfort and encourage one another in critical moments, such as when a celebrity is affected by negative publicity. At these moments, the fan community provides the strength and the much-needed support to fellow fans. New fans who are “shaken” by the event rely especially on the fan community to renew their devotion and commitments to the celebrity. Fan communities are huge, complex, and have no centralized leadership. Their loose structure and organization allow opinion leaders to play a significant role in driving the community. Fans who gather together for fellowship in a fan community often lack their own independent judgement about the ce- lebrity but would buy into the group’s opinions as their own and act accordingly. In turn, the group’s opinions are often the opinions of influential opinion leaders, who have excellent people skills. They can inspire, motivate, and mobilize, and they do so with persistence and enthusiasm. These influential opinion leaders become the initiators of group norms and direct the fans’ collective behaviours. Some high-quality opinion leaders have the ability to comment on an event immediately and, with a readership of over 100,000 per comment, guide the fans’ opinions in a positive way. Unfortunately, not all opinion leaders have positive energy. Some are narrow-minded, extreme and vain, and they emanate negative energy in the community. It is the nature of a fan community to allow each fan a free voice. Thus, even with the presence of opinion leaders, it is very difficult to form a consistent and unanimous voice. Although the fans are united on the external front, they have considerable disagreements on internal affairs and argue over what team the celebrity should hire, whether he/she should take on a certain show, and what the celebrity really means when he/she says something. Fans can argue with one another for an extended period of time and allow the disagreements to fester. It is not uncommon to have a fan community break up into different factions that denounce one another. Interestingly, faction memberships are fluid, as the same person can take various stands on different events and issues. They switch faction affiliations and, as new events take place, new factions appear. In sum, this is all part of the fun of being a member of a fan community. It also illustrates how fan behaviours are unpredictable and difficult to control. DIVERSITY OF FANS Celebrity fans in China, as celebrity fans elsewhere, are known for their drastic and sometimes irrational behaviours as they interact with the celebrity or attempt to protect or defend him/her. More often than not, celebrity fans conjure in the popular mind the image of mostly young women screaming and raving 106 Celebrity Fans in China as their idol appears. This can be contrasted with the image of mostly young men who become disrup- tive during fan events. However, are these pictures reflective of a myth or are they representative of fans across the board? In the following section, the authors will examine the profiles of celebrity fans. As the Baidu index on entertainment stars (2016) shows, each celebrity attracts a diversity of fans (i.e., male/ female, different age group, different educational background), though the proportion varies from one celebrity to another. The differential attraction is attributable to the celebrity’s gender, age, character and the works in which he/she performs.
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