Boy Bands and Fandoms: The Intersection of Identity, Branding, and Culture

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Journal Title
Journal ISSN
Volume Title
School of Business | Bachelor's thesis
Date
2023
Major/Subject
Mcode
Degree programme
Markkinointi
Language
fi
Pages
46 + 8
Series
Abstract
This bachelor's thesis investigates the influence of boy bands on fandom formation and consumer behavior. It delves at how boy bands transcend the music industry to become cultural brands, building deep relationships with their followers. The research investigates the influence of digital media in increasing fan interaction and content development. The key findings emphasize the diversity of boy band fandoms and the importance of social media. According to the findings, marketers and brand managers must recognize the varied nature of fan involvement and the cultural impact of boy bands. Future research issues identified in the paper include the effect on male fans, the necessity for longitudinal studies on digital participation, and the socio-psychological elements of fandom cessation.
Description
Thesis advisor
Mikkonen, Ilona
Keywords
boy bands, fan communities, consumer behavior, digital fandom, cultural brands, sociopsychological impact, music industry, marketing strategies
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Citation