Dark sides of engaging in fan community of human brand
Article
Han, J., Kim, C., Jun, M., Kim, M. and Kim, J. 2014. Dark sides of engaging in fan community of human brand. Asia Marketing Journal. 16 (1), pp. 133-148. https://doi.org/10.53728/2765-6500.1531
Type | Article |
---|---|
Title | Dark sides of engaging in fan community of human brand |
Authors | Han, J., Kim, C., Jun, M., Kim, M. and Kim, J. |
Abstract | People enthusiastic about human brands eagerly engage in fan communities to share their common interests with others. Although sharing one``s enthusiasm towards the same celebrities can give them positive senses of we-ness (in-group identity, togetherness, camaraderie) and belongingness, negative sides also exist such as schadenfreude and trash talk. Even though the studies addressing the negative sides of fan community are gaining significance, no prior studies formally examined the negative consequences of engaging in a fan community and their effect on one``s well-being. Therefore, this current study aims to investigate how engaging in fan community negatively affects members`` psychological well-being through schadenfreude and trash talk. Structural equation modeling analysis revealed that engaging highly in a fan community leads members to feel malicious pleasure at rivals`` misfortunes and share negative opinions of rival human brands and fan communities. These negative consequences of fan community engagement ultimately lead to a lower level of psychological well- being, especially in the area of personal growth whereas fan community engagement has a direct positive effect on personal growth. By showing the negative influences of engaging in fan communities on members`` well-being through schadenfreude and trash talk, the results of this study are expected to add depth to the existing literature. |
Keywords | human brand; celebrity; fan community; psychological well-being; personal growth; schadenfreude; trash talk |
Sustainable Development Goals | 9 Industry, innovation and infrastructure |
Middlesex University Theme | Creativity, Culture & Enterprise |
Publisher | Korean Marketing Association |
Journal | Asia Marketing Journal |
ISSN | 1598-7868 |
Publication dates | |
Apr 2014 | |
Publication process dates | |
Deposited | 31 Oct 2023 |
Output status | Published |
Publisher's version | License |
Copyright Statement | File made open as per terms at: https://amj.kma.re.kr/journal/vol16/iss1/8/ and https://doi.org/10.53728/2765-6500.1531. |
Digital Object Identifier (DOI) | https://doi.org/10.53728/2765-6500.1531 |
Language | English |
https://repository.mdx.ac.uk/item/w5283
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