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fandom</title> <meta name="description" content="Search results for: K-Pop fandom"> <meta name="keywords" content="K-Pop fandom"> <meta name="viewport" content="width=device-width, initial-scale=1, minimum-scale=1, maximum-scale=1, user-scalable=no"> <meta charset="utf-8"> <link href="https://cdn.waset.org/favicon.ico" type="image/x-icon" rel="shortcut icon"> <link href="https://cdn.waset.org/static/plugins/bootstrap-4.2.1/css/bootstrap.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/plugins/fontawesome/css/all.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/css/site.css?v=150220211555" rel="stylesheet"> </head> <body> <header> <div class="container"> <nav class="navbar navbar-expand-lg navbar-light"> <a class="navbar-brand" href="https://waset.org"> <img src="https://cdn.waset.org/static/images/wasetc.png" alt="Open Science Research Excellence" title="Open Science Research Excellence" /> </a> <button class="d-block d-lg-none navbar-toggler ml-auto" type="button" data-toggle="collapse" data-target="#navbarMenu" aria-controls="navbarMenu" aria-expanded="false" aria-label="Toggle navigation"> <span class="navbar-toggler-icon"></span> </button> <div class="w-100"> <div class="d-none d-lg-flex flex-row-reverse"> <form method="get" action="https://waset.org/search" class="form-inline my-2 my-lg-0"> <input class="form-control mr-sm-2" type="search" placeholder="Search Conferences" value="K-Pop fandom" name="q" aria-label="Search"> <button class="btn btn-light my-2 my-sm-0" type="submit"><i class="fas fa-search"></i></button> </form> </div> <div class="collapse navbar-collapse mt-1" id="navbarMenu"> <ul class="navbar-nav ml-auto align-items-center" id="mainNavMenu"> <li class="nav-item"> <a class="nav-link" href="https://waset.org/conferences" title="Conferences in 2024/2025/2026">Conferences</a> </li> <li class="nav-item"> <a class="nav-link" href="https://waset.org/disciplines" title="Disciplines">Disciplines</a> </li> <li 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id="custom-search-input"> <div class="input-group"> <i class="fas fa-search"></i> <input type="text" class="search-query" name="q" placeholder="Author, Title, Abstract, Keywords" value="K-Pop fandom"> <input type="submit" class="btn_search" value="Search"> </div> </div> </form> </div> </div> <div class="row mt-3"> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Commenced</strong> in January 2007</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Frequency:</strong> Monthly</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Edition:</strong> International</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Paper Count:</strong> 13</div> </div> </div> </div> <h1 class="mt-3 mb-3 text-center" style="font-size:1.6rem;">Search results for: K-Pop fandom</h1> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">13</span> K-Pop Fandom: A Sub-Cultural Influencer on K-Pop Brand Attitude</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Patricia%20P.%20M.%20C.%20Lourenco">Patricia P. M. C. Lourenco</a>, <a href="https://publications.waset.org/abstracts/search?q=Sang%20Yong%20Kim"> Sang Yong Kim</a>, <a href="https://publications.waset.org/abstracts/search?q=Anaisa%20D.%20A.%20De%20Sena"> Anaisa D. A. De Sena</a> </p> <p class="card-text"><strong>Abstract:</strong></p> K-Pop fandom is a paradoxical dichotomy of two conceptual contexts: the Korean single fandom and the international fandom; both strongly influence K-Pop brand attitude. Collectivist, South Korea’s fans showcase their undivided support to one artist comeback towards earning a triple-crown in domestic music charts. In contrast, individualist international fans collectively ship a plethora of artists and collaborate amongst themselves to the continuous expansion of K-Pop into a mainstream cultural glocalization in international music charts. The distinct idiosyncrasies between the two groups creates a heterogeneous K-Pop brand attitude that is challenging to tackle marketing wise for lack of homogeneity in the sub-cultural K-Pop fandom. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=K-Pop%20fandom" title="K-Pop fandom">K-Pop fandom</a>, <a href="https://publications.waset.org/abstracts/search?q=single-fandom" title=" single-fandom"> single-fandom</a>, <a href="https://publications.waset.org/abstracts/search?q=multi-fandom" title=" multi-fandom"> multi-fandom</a>, <a href="https://publications.waset.org/abstracts/search?q=individualism" title=" individualism"> individualism</a>, <a href="https://publications.waset.org/abstracts/search?q=collectivism" title=" collectivism"> collectivism</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20attitude" title=" brand attitude"> brand attitude</a>, <a href="https://publications.waset.org/abstracts/search?q=sub-culture" title=" sub-culture"> sub-culture</a> </p> <a href="https://publications.waset.org/abstracts/83021/k-pop-fandom-a-sub-cultural-influencer-on-k-pop-brand-attitude" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/83021.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">286</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">12</span> The Translational Fandom of Marvel Cinematic Universe in the Outlier of Chinese Television Culture</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Xiao%20Yao">Xiao Yao</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The escalating tech innovation in new media culture is liberating audiences from passive consumption to more productive and critical engagement with the legacy and streaming television media. However, how fan translation is furthering the reception and interpretation of global screen stories remains the outlier of television studies. This paper will showcase the fan-based cross-cultural engagement with the Marvel Cinematic Universe (MCU) in China. This is to highlight: 1) the ways marginal audiences (Chinese MCU fans) seek to sync with the recent telecinematic expansion of MCU; 2) the forensic and interpretative works done by Chinese MCU fans who persistently seek to amplify the pleasure of MCU content in their media contexts; 3) the crucial but largely unacknowledged cultural value generated by Chinese MCU fandom in the outlier of contemporary Chinese TV culture. Taken together, this study aims to further explore the notion of “translational fandom” and integrate its theorisation into the present research in television culture. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=Chinese%20MCU%20fans" title="Chinese MCU fans">Chinese MCU fans</a>, <a href="https://publications.waset.org/abstracts/search?q=cross-cultural%20engagement" title=" cross-cultural engagement"> cross-cultural engagement</a>, <a href="https://publications.waset.org/abstracts/search?q=Loki" title=" Loki"> Loki</a>, <a href="https://publications.waset.org/abstracts/search?q=television%20media" title=" television media"> television media</a>, <a href="https://publications.waset.org/abstracts/search?q=translational%20fandom" title=" translational fandom"> translational fandom</a> </p> <a href="https://publications.waset.org/abstracts/165541/the-translational-fandom-of-marvel-cinematic-universe-in-the-outlier-of-chinese-television-culture" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/165541.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">129</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">11</span> Evaluation of Interaction Between Fans and Celebrities in New Media</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mohadese%20Motahari">Mohadese Motahari</a> </p> <p class="card-text"><strong>Abstract:</strong></p> In general, we consider the phenomenon of "fandism" or extreme fandom to be an aspect of fandom for a person, a group, or a collection, which leads to extreme support for them. So, for example, we consider a fan or a "fanatic" (which literally means a "fanatical person") to be a person who is extremely interested in a certain topic or topics and has a special passion and fascination for that issue. It may also be beyond the scope of logic and normal behavior of the society. With the expansion of the media and the advancement of technology, the phenomenon of fandom also underwent many changes and not only became more intense, but a large economy was also formed alongside it, and it is becoming more and more important every day. This economy, which emerged from the past with the formation of the first media, has now taken a different form with the development of media and social networks, as well as the change in the interaction between celebrities and audiences. Earning huge amounts of money with special methods in every social network and every media is achieved through fans and fandoms. In this article, we have studied the relationship between fans and famous people with reference to the economic debates surrounding it. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=fandism" title="fandism">fandism</a>, <a href="https://publications.waset.org/abstracts/search?q=famous%20people" title=" famous people"> famous people</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20media" title=" social media"> social media</a>, <a href="https://publications.waset.org/abstracts/search?q=new%20media" title=" new media"> new media</a> </p> <a href="https://publications.waset.org/abstracts/161820/evaluation-of-interaction-between-fans-and-celebrities-in-new-media" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/161820.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">90</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">10</span> Queer Lesbian Experience within Chinese Girl's Love Manga Fandom: An Qualitative Study of Sexuality among Chinese Yuri Fans</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Ka%20Yi%20Yeung">Ka Yi Yeung</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Yuri is a manga culture which refers to the works (manga, literature, TV shows) that depict the intimacy between two girls. It is originally a Japanese culture which then implanted in Chinese fandom after the airing of Maria-sama ga Miteru. There has been a growing fanbase of Yuri culture and most of them are attracted by the subtle and sentimental relationship between girls. The culture is characterized by the spiritual bonding and interactions within girls. A high proportion of female fans in Chinese Yuri community was recorded, and Yamibo forum is their major site for socializing and discussion on Yuri’s work. There is a high tendency that female Yuri fans engaged in a homosexual relationship. However, they seldom directly address themselves as lesbian but non-heterosexual. It is due to the fact that Yuri fans community largely disagrees with the butch-femme role in the mainstream lesbianism. Within Chinese Yuri community, femininity is highly being appreciated. Members with high degree of feminine characteristics are popular among fans community. Besides, since the fans community-based at the online forum, there has been a high tendency that members developed the long-distance relationship. From the in-depth interviews of the research, Yuri fans are mostly pessimistic towards their relationship due to the social and geographical barriers, yet at the same time, they do not lose hope in searching for their true love. This research explored how Chinese Yuri fans challenge the homonormativity in mainstream lesbianism and how they construct their sexual identity through varies discourses on sexuality and homosexual experience. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=Chinese%20fandom" title="Chinese fandom">Chinese fandom</a>, <a href="https://publications.waset.org/abstracts/search?q=femininity" title=" femininity"> femininity</a>, <a href="https://publications.waset.org/abstracts/search?q=gender" title=" gender"> gender</a>, <a href="https://publications.waset.org/abstracts/search?q=homonormativity" title=" homonormativity"> homonormativity</a>, <a href="https://publications.waset.org/abstracts/search?q=Japanese%20manga" title=" Japanese manga"> Japanese manga</a>, <a href="https://publications.waset.org/abstracts/search?q=lesbianism" title=" lesbianism"> lesbianism</a>, <a href="https://publications.waset.org/abstracts/search?q=sexuality" title=" sexuality"> sexuality</a>, <a href="https://publications.waset.org/abstracts/search?q=queer%20culture" title=" queer culture "> queer culture </a> </p> <a href="https://publications.waset.org/abstracts/64661/queer-lesbian-experience-within-chinese-girls-love-manga-fandom-an-qualitative-study-of-sexuality-among-chinese-yuri-fans" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/64661.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">391</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">9</span> Participatory Culture and Value Perception Amongst the Korean and Chinese Drama International Fandom</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Patricia%20P.%20M.%20C.%20Lourenco">Patricia P. M. C. Lourenco</a>, <a href="https://publications.waset.org/abstracts/search?q=Javier%20Bringu%C3%A9%20Sala"> Javier Bringué Sala</a>, <a href="https://publications.waset.org/abstracts/search?q=Anaisa%20D.%20A.%20de%20Sena"> Anaisa D. A. de Sena</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Almost everyone in Dramaland knows the names of big Korean stars that grace their computer screens on a roll through social media and video streaming platforms that enable awareness of Korean dramas and lifestyle at a click. A surface culture instilled with notions of belonging has redefined the meaning of friendship and challenged deep inner values. Not everyone, however, knows Chinese Dramas or their stars, which is a consequence of Dramaland's focus on Korean dramas and promoting the Korean experience. Despite a parity in terms of production quality, star power, scripts and compelling visual settings, Chinese Dramas have been playing catch up to their famous counterparts. While they might have a strong competitive soft power for international drama fans, the soft power of Korean dramas is imbued with substantial societal values that they want to share with others. Those values are portrayed in an artistic way that connects with audiences who experience loneliness in the non-virtual world contrary to the way Chinese Dramas are perceived. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=Chinese%20dramas" title="Chinese dramas">Chinese dramas</a>, <a href="https://publications.waset.org/abstracts/search?q=fandom" title=" fandom"> fandom</a>, <a href="https://publications.waset.org/abstracts/search?q=Korean%20dramas" title=" Korean dramas"> Korean dramas</a>, <a href="https://publications.waset.org/abstracts/search?q=participatory%20culture" title=" participatory culture"> participatory culture</a>, <a href="https://publications.waset.org/abstracts/search?q=value%20perception" title=" value perception"> value perception</a>, <a href="https://publications.waset.org/abstracts/search?q=soft%20power" title=" soft power"> soft power</a>, <a href="https://publications.waset.org/abstracts/search?q=surface%20culture" title=" surface culture"> surface culture</a> </p> <a href="https://publications.waset.org/abstracts/104538/participatory-culture-and-value-perception-amongst-the-korean-and-chinese-drama-international-fandom" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/104538.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">170</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">8</span> Sprinting Beyond Sexism and Gender Stereotypes: Indian Women Fans' Experiences in the Sports Fandom</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Siddhi%20Deshpande">Siddhi Deshpande</a>, <a href="https://publications.waset.org/abstracts/search?q=Jo%20Jo%20Chacko%20Eapen"> Jo Jo Chacko Eapen</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Despite almost half of India’s female population engages in watching sports, their experiences in the sports fandom are concealed by ‘traditional masculinity,’ leading to potential exclusion and harassment. To explore these experiences in-depth, this qualitative study aims to understand what coping strategies Indian women fans employ, to sustain their team identification. Employing criterion sampling, participants were screened using The Sports Spectators Identification Scale (SSIS) to assess team identification and a Brief Sexism Questionnaire to confirm participants’ experience with sexism as it aligns with the purpose of the study. The participants were Indian women who had been following any sport for more than eight years, were fluent in English, and were not professionals in Sports. Ten highly identified fans with gendered experiences were recruited for one-on-one semi-structured, in-depth interviews. The data was analyzed using Interpretive Phenomenological Analysis (IPA) to understand the lived-in experiences of women fans experiencing sexism and gender stereotypes, revealing superordinate themes of (1) Ontogenesis and Emotional Investment; (2) Gendered Expectations and Sexism; (3) Coping Strategies and Resilience; (4) Identity, Femininity, Empowerment; (5) Advocacy for Equality and Inclusivity. The findings reflect that Indian women fans experience social exclusion, harassment, sexualization, and commodification, in both online and offline fandoms, where they are disproportionately targeted with threats, misogynistic comments, and attraction-based assumptions, questioning their ‘authenticity’ as fans due to their gender. Women fans interchange between proactive strategies of assertiveness, humor, and knowledge demonstration with defensive strategies of selective engagement, self-regulatory censorship, and desensitization to deal with sexism. In this interplay, the integration of women’s ‘fan identity’ with their self-concept showcases how being a sports fan adds meaning to their lives, despite the constant scrutiny in a male-dominated space, reflecting that femininity and sports should coexist. As a result, they find refuge in female fan communities due to their similar experiences in the fandom and advocate for an equal and inclusive environment where sports are above gender, and not the other way around. A key practical implication of this research is enabling sports organizations to develop inclusive fan engagement policies that actively encourage female fan participation. This includes sensitizing stadium staff and security personnel, promoting gender-neutral language, and, most importantly, establishing safety protocols to protect female fans from adverse experiences in the fandom. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=coping%20strategies" title="coping strategies">coping strategies</a>, <a href="https://publications.waset.org/abstracts/search?q=female%20sports%20fans" title=" female sports fans"> female sports fans</a>, <a href="https://publications.waset.org/abstracts/search?q=femininity" title=" femininity"> femininity</a>, <a href="https://publications.waset.org/abstracts/search?q=gendered%20experiences" title=" gendered experiences"> gendered experiences</a>, <a href="https://publications.waset.org/abstracts/search?q=team%20identification" title=" team identification"> team identification</a> </p> <a href="https://publications.waset.org/abstracts/191268/sprinting-beyond-sexism-and-gender-stereotypes-indian-women-fans-experiences-in-the-sports-fandom" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/191268.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">50</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">7</span> The Commercialization of eSports and the Emergence of Fan Hierarchies: Gender Dynamics, Emotional Engagement, and Community Tensions in Digital Fandom</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Anwen%20Ren">Anwen Ren</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This study explores the commercialization of eSports and its impact on fan hierarchies, focusing on gender dynamics and emotional engagement. Through mixed-methods research, it examines the divide between "traditional fans" and "groupie fans," highlighting how gendered stereotypes marginalize female fans. Using the case of professional eSports player Scout, the paper analyzes parasocial relationships and their role in the fan economy. The findings reveal the need for inclusivity in fan culture to address gender bias and optimize eSports' commercial potential. This work contributes to understanding the intersection of gender, representation, and digital fandoms. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=eSports" title="eSports">eSports</a>, <a href="https://publications.waset.org/abstracts/search?q=fan%20culture" title=" fan culture"> fan culture</a>, <a href="https://publications.waset.org/abstracts/search?q=gender%20dynamics" title=" gender dynamics"> gender dynamics</a>, <a href="https://publications.waset.org/abstracts/search?q=commercialization" title=" commercialization"> commercialization</a> </p> <a href="https://publications.waset.org/abstracts/195388/the-commercialization-of-esports-and-the-emergence-of-fan-hierarchies-gender-dynamics-emotional-engagement-and-community-tensions-in-digital-fandom" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/195388.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">6</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6</span> Intrigues of Brand Activism versus Brand Antagonism in Rival Online Football Brand Communities: The Case of the Top Two Premier Football Clubs in Ghana</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Joshua%20Doe">Joshua Doe</a>, <a href="https://publications.waset.org/abstracts/search?q=George%20Amoako"> George Amoako</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Purpose: In an increasingly digital world, the realm of sports fandom has extended its borders, creating a vibrant ecosystem of online communities centered around football clubs. This study ventures into the intricate interplay of motivations that drive football fans to respond to brand activism and its profound implications for brand antagonism and engagement among two of Ghana's most revered premier football clubs. Methods: A sample of 459 fervent fans from these two rival clubs were engaged through self-administered questionnaires expertly distributed via social media and online platforms. Data was analysed, using PLS-SEM. Findings: The tapestry of motivations that weave through these online football communities is as diverse as the fans themselves. It becomes apparent that fans are propelled by a spectrum of incentives. They seek education, yearn for information, revel in entertainment, embrace socialization, and fortify their self-esteem through their interactions within these digital spaces. Yet, it is the nuanced distinction in these motivations that shapes the trajectory of brand antagonism and engagement. Surprisingly, the study reveals a remarkable pattern. Football fans, despite their fierce rivalries, do not engage in brand antagonism based on educational pursuits, information-seeking endeavors, or socialization. Instead, it is motivations rooted in entertainment and self-esteem that serve as the fertile grounds for brand antagonism. Paradoxically, it is these very motivations coupled with the desire for socialization that nurture brand engagement, manifesting as active support and advocacy for their chosen club brand. Originality: Our research charters new waters by extending the boundaries of existing theories in the field. The Technology Acceptance Uses and Gratifications Theory, and Social Identity Theory all find new dimensions within the context of online brand community engagement. This not only deepens our understanding of the multifaceted world of online football fandom but also invites us to explore the implications these insights carry within the digital realm. Contribution to Practice: For marketers, our findings offer a treasure trove of actionable insights. They beckon the development of targeted content strategies that resonate with fan motivations. The implementation of brand advocacy programs, fostering opportunities for socialization, and the effective management of brand antagonism emerge as pivotal strategies. Furthermore, the utilization of data-driven insights is poised to refine consumer engagement strategies and strengthen brand affinity. Future Studies: For future studies, we advocate for longitudinal, cross-cultural, and qualitative studies that could shed further light on this topic. Comparative analyses across different types of online brand communities, an exploration of the role of brand community leaders, and inquiries into the factors that contribute to brand community dissolution all beckon the research community. Furthermore, understanding motivation-specific antagonistic behaviors and the intricate relationship between information-seeking and engagement present exciting avenues for further exploration. This study unfurls a vibrant tapestry of fan motivations, brand activism, and rivalry within online football communities. It extends a hand to scholars and marketers alike, inviting them to embark on a journey through this captivating digital realm, where passion, rivalry, and engagement harmonize to shape the world of sports fandom as we know it. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=online%20brand%20engagement" title="online brand engagement">online brand engagement</a>, <a href="https://publications.waset.org/abstracts/search?q=football%20fans" title=" football fans"> football fans</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20antagonism" title=" brand antagonism"> brand antagonism</a>, <a href="https://publications.waset.org/abstracts/search?q=motivations" title=" motivations"> motivations</a> </p> <a href="https://publications.waset.org/abstracts/175571/intrigues-of-brand-activism-versus-brand-antagonism-in-rival-online-football-brand-communities-the-case-of-the-top-two-premier-football-clubs-in-ghana" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/175571.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">65</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">5</span> The Effect of Brand Mascots on Consumers' Purchasing Behaviors</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Isari%20Pairoa">Isari Pairoa</a>, <a href="https://publications.waset.org/abstracts/search?q=Proud%20Arunrangsiwed"> Proud Arunrangsiwed</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Brand mascots are the cartoon characters, which are mainly designed for advertising or other related marketing purposes. Many brand mascots are extremely popular, since they were presented in commercial advertisements and Line Stickers. Brand Line Stickers could lead the users to identify with the brand and brand mascots, where might influence users to become loyal customers, and share the identity with the brand. The objective of the current study is to examine the effect of brand mascots on consumers’ decision and consumers’ intention to purchase the product. This study involved 400 participants, using cluster sampling from 50 districts in Bangkok metropolitan area. The descriptive analysis shows that using brand mascot causes consumers' positive attitude toward the products, and also heightens the possibility to purchasing the products. The current study suggests the new type of marketing strategy, which is brand fandom. This study has also contributed the knowledge to the area of integrated marketing communication and identification theory. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20mascot" title="brand mascot">brand mascot</a>, <a href="https://publications.waset.org/abstracts/search?q=consumers%E2%80%99%20behavior" title=" consumers’ behavior"> consumers’ behavior</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication" title=" marketing communication"> marketing communication</a>, <a href="https://publications.waset.org/abstracts/search?q=purchasing" title=" purchasing"> purchasing</a> </p> <a href="https://publications.waset.org/abstracts/44798/the-effect-of-brand-mascots-on-consumers-purchasing-behaviors" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/44798.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">260</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">4</span> Moroccan Ultra Groups of Football: From Tifos to Street Politics</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Yassir%20Yousfi">Yassir Yousfi</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The Ultras phenomena have become the most spectacular form of football fandom in the early twenty-first century. Yet, since their appearance in Morocco, they have been associated with violence and vandalism. This paper aims to explain the political dimension of Moroccan ultra group in terms of their chants in Morocco post-February 20thera. It seeks to analyze their narratives which have shifted to a form of social Hirak, or, using AsefBayat’s term, non-movement. The paper focuses on the dynamics of two nationally and universally notorious groups located in Casablanca, Morocco’s biggest and most densely populated city, namely the “Winners” (supporters of the Wydad Athletic Club) and the “Green Boys” (supporters of the Raja Club Athletic) of Casablanca. The paper adopts a critical perspective analysis that attempts to sketch out some examples of their “political” chants to understand their discourses, spaces of their activities, levels of their impact on the street protests, and their prospects in the political scene. It also seeks to deconstruct the concept of “social movement” while referring to the Ultras as well as discussing their political transition. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=ultra%20groups" title="ultra groups">ultra groups</a>, <a href="https://publications.waset.org/abstracts/search?q=transition" title=" transition"> transition</a>, <a href="https://publications.waset.org/abstracts/search?q=political%20chants" title=" political chants"> political chants</a>, <a href="https://publications.waset.org/abstracts/search?q=football%20violence" title=" football violence"> football violence</a>, <a href="https://publications.waset.org/abstracts/search?q=cultural%20movement" title=" cultural movement"> cultural movement</a> </p> <a href="https://publications.waset.org/abstracts/154478/moroccan-ultra-groups-of-football-from-tifos-to-street-politics" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/154478.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">141</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3</span> Sport and Religion, the Specificity of Polish Stadiums</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Michal%20Mazurkiewicz">Michal Mazurkiewicz</a> </p> <p class="card-text"><strong>Abstract:</strong></p> It would seem at first glance that sport and religion are totally separate spheres. Yet, as a matter of fact, sport exists in religion (for example, In the teachings of John Paul II) and religion exists in sport (not only in religious rituals of players and fans). In this paper, the author examining the specific behaviours of Polish football fans and players analyses the question of religion in sport, mostly football. Like in the case of other countries, football holds a special place in Polish sporting history which constitutes an interesting subject of scientific research. It is a great identity builder and it influences culture which manifests itself in many ways (films, music, literature, etc.). Football is definitely a fascinating and colourful discipline pervaded with miscellaneous phenomena worth analysing. The aim of the paper is to show the "religious" uniqueness of Polish football fandom –namely, religious choreographies, participation in masses and pilgrimages to the Jasna Gora Shrine in Częstochowa. The peculiar combination of sport and religion visible at the stadiums and during the pilgrimages is analysed by the author. This mixture definitely adds colour to Polish sport and makes it intriguing to people from other countries. Religious rituals of the players are also examined here. The methods of the research included: Observations of numerous matches, looking through sports books, newspapers and magazines, interviews with the fans. The conclusions corroborate the thesis that sport may be and often is an important element of sporting contests. The main reasons and justifications are given in this analysis. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=football" title="football">football</a>, <a href="https://publications.waset.org/abstracts/search?q=religion" title=" religion"> religion</a>, <a href="https://publications.waset.org/abstracts/search?q=sport" title=" sport"> sport</a>, <a href="https://publications.waset.org/abstracts/search?q=colourful" title=" colourful"> colourful</a>, <a href="https://publications.waset.org/abstracts/search?q=newspapers" title=" newspapers "> newspapers </a> </p> <a href="https://publications.waset.org/abstracts/27665/sport-and-religion-the-specificity-of-polish-stadiums" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/27665.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">491</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">2</span> Feminising Football and Its Fandom: The Ideological Construction of Women's Super League</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Donna%20Woodhouse">Donna Woodhouse</a>, <a href="https://publications.waset.org/abstracts/search?q=Beth%20Fielding-Lloyd"> Beth Fielding-Lloyd</a>, <a href="https://publications.waset.org/abstracts/search?q=Ruth%20Sequerra"> Ruth Sequerra</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This paper explores the structure and culture of the English Football Association (FA) the governing body of soccer in England, in relation to the development of the FA Women’s Super League (WSL). In doing so, it examines the organisation’s journey from banning the sport in 1921 to establishing the country’s first semi professional female soccer league in 2011. As the FA has a virtual monopoly on defining the structures of the elite game, we attempted to understand its behaviour in the context of broader issues of power, control and resistance by giving voice to the experiences of those affected by its decisions. Observations were carried out at 39 matches over three years. Semi structured interviews with 17 people involved in the women’s game, identified via snowball sampling, were also carried out. Transcripts accompanied detailed field notes and were inductively coded to identify themes. What emerged was the governing body’s desire to create a new product, jettisoning the long history of the women’s game in order to shape and control the sport in a way it is no longer able to, with the elite male club game. The League created was also shaped by traditional conceptualisations of gender, in terms of the portrayal of its style of play and target audience, setting increased participation and spectatorship targets as measures of ‘success’. The national governing body has demonstrated pseudo inclusion and a lack of enthusiasm for the implementation of equity reforms, driven by a belief that the organisation is already representative, fair and accessible. Despite a consistent external pressure, the Football Association is still dominated at its most senior levels by males. Via claiming to hold a monopoly on expertise around the sport, maintaining complex committee structures and procedures, and with membership rules rooted in the amateur game, it remains a deeply gendered organisation, resistant to structural and cultural change. In WSL, the FA's structure and culture have created a franchise over which it retains almost complete control, dictating the terms of conditions of entry and marginalising alternative voices. The organisation presents a feminised version of both play and spectatorship, portraying the sport as a distinct, and lesser, version of soccer. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=football%20association" title="football association">football association</a>, <a href="https://publications.waset.org/abstracts/search?q=organisational%20culture" title=" organisational culture"> organisational culture</a>, <a href="https://publications.waset.org/abstracts/search?q=soccer" title=" soccer"> soccer</a>, <a href="https://publications.waset.org/abstracts/search?q=women%E2%80%99s%20super%20league" title=" women’s super league"> women’s super league</a> </p> <a href="https://publications.waset.org/abstracts/59335/feminising-football-and-its-fandom-the-ideological-construction-of-womens-super-league" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/59335.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">352</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1</span> Managing Crowds at Sports Mega Events: Examining the Impact of ‘Fan Parks’ at International Football Tournaments between 2002 and 2016</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Joel%20Rookwood">Joel Rookwood</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Sports mega events have become increasingly significant in sporting, political and economic terms, with analysis often focusing on issues including resource expenditure, development, legacy and sustainability. Transnational tournaments can inspire interest from a variety of demographics, and the operational management of such events can involve contributions from a range of personnel. In addition to television audiences events also attract attending spectators, and in football contexts the temporary migration of fans from potentially rival nations and teams can present event organising committees and security personnel with various challenges in relation to crowd management. The behaviour, interaction and control of supporters has previously led to incidents of disorder and hooliganism, with damage to property as well as injuries and deaths proving significant consequences. The Heysel tragedy at the 1985 European Cup final in Brussels is a notable example, where 39 fans died following crowd disorder and mismanagement. Football disasters and disorder, particularly in the context of international competition, have inspired responses from police, law makers, event organisers, clubs and associations, including stadium improvements, legislative developments and crowd management practice to improve the effectiveness of spectator safety. The growth and internationalisation of fandom and developments in event management and tourism have seen various responses to the evolving challenges associated with hosting large numbers of visiting spectators at mega events. In football contexts ‘fan parks’ are a notable example. Since the first widespread introduction in European football competitions at the 2006 World Cup finals in Germany, these facilities have become a staple element of such mega events. This qualitative, longitudinal, multi-continent research draws on extensive semi-structured interview and observation data. As a frame of reference, this work considers football events staged before and after the development of fan parks. Research was undertaken at four World Cup finals (Japan 2002, Germany 2006, South Africa 2010 and Brazil 2014), four European Championships (Portugal 2004, Switzerland/Austria 2008, Poland/Ukraine 2012 and France 2016), four other confederation tournaments (Ghana 2008, Qatar 2011, USA 2011 and Chile 2015), and four European club finals (Istanbul 2005, Athens 2007, Rome 2009 and Basle 2016). This work found that these parks are typically temporarily erected, specifically located zones where supporters congregate together irrespective of allegiances to watch matches on large screens, and partake in other forms of organised on-site entertainment. Such facilities can also allow organisers to control the behaviour, confine the movement and monitor the alcohol consumption of supporters. This represents a notable shift in policy from previous football tournaments, when the widely assumed causal link between alcohol and hooliganism which frequently shaped legislative and police responses to disorder, also dissuaded some authorities from permitting fans to consume alcohol in and around stadia. It also reflects changing attitudes towards modern football fans. The work also found that in certain contexts supporters have increasingly engaged with such provision which impacts fan behaviour, but that this is relative to factors including location, facilities, management and security. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=event" title="event">event</a>, <a href="https://publications.waset.org/abstracts/search?q=facility" title=" facility"> facility</a>, <a href="https://publications.waset.org/abstracts/search?q=fan" title=" fan"> fan</a>, <a href="https://publications.waset.org/abstracts/search?q=management" title=" management"> management</a>, <a href="https://publications.waset.org/abstracts/search?q=park" title=" park"> park</a> </p> <a href="https://publications.waset.org/abstracts/58903/managing-crowds-at-sports-mega-events-examining-the-impact-of-fan-parks-at-international-football-tournaments-between-2002-and-2016" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/58903.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">313</span> </span> </div> </div> </div> </main> <footer> <div id="infolinks" class="pt-3 pb-2"> <div class="container"> <div style="background-color:#f5f5f5;" class="p-3"> <div class="row"> <div class="col-md-2"> <ul class="list-unstyled"> About <li><a href="https://waset.org/page/support">About Us</a></li> <li><a href="https://waset.org/page/support#legal-information">Legal</a></li> <li><a target="_blank" rel="nofollow" href="https://publications.waset.org/static/files/WASET-16th-foundational-anniversary.pdf">WASET celebrates its 16th foundational anniversary</a></li> </ul> </div> <div class="col-md-2"> <ul class="list-unstyled"> Account <li><a href="https://waset.org/profile">My Account</a></li> </ul> </div> <div class="col-md-2"> <ul class="list-unstyled"> Explore <li><a href="https://waset.org/disciplines">Disciplines</a></li> <li><a href="https://waset.org/conferences">Conferences</a></li> <li><a href="https://waset.org/conference-programs">Conference Program</a></li> <li><a href="https://waset.org/committees">Committees</a></li> <li><a href="https://publications.waset.org">Publications</a></li> </ul> </div> <div class="col-md-2"> <ul class="list-unstyled"> Research <li><a href="https://publications.waset.org/abstracts">Abstracts</a></li> <li><a href="https://publications.waset.org">Periodicals</a></li> <li><a href="https://publications.waset.org/archive">Archive</a></li> </ul> </div> <div class="col-md-2"> <ul class="list-unstyled"> Open Science <li><a target="_blank" rel="nofollow" href="https://publications.waset.org/static/files/Open-Science-Philosophy.pdf">Open Science Philosophy</a></li> <li><a target="_blank" rel="nofollow" href="https://publications.waset.org/static/files/Open-Science-Award.pdf">Open Science Award</a></li> <li><a target="_blank" rel="nofollow" href="https://publications.waset.org/static/files/Open-Society-Open-Science-and-Open-Innovation.pdf">Open Innovation</a></li> <li><a target="_blank" rel="nofollow" href="https://publications.waset.org/static/files/Postdoctoral-Fellowship-Award.pdf">Postdoctoral Fellowship Award</a></li> <li><a target="_blank" rel="nofollow" href="https://publications.waset.org/static/files/Scholarly-Research-Review.pdf">Scholarly Research Review</a></li> </ul> </div> <div class="col-md-2"> <ul class="list-unstyled"> Support <li><a href="https://waset.org/page/support">Support</a></li> <li><a href="https://waset.org/profile/messages/create">Contact Us</a></li> <li><a href="https://waset.org/profile/messages/create">Report Abuse</a></li> </ul> </div> </div> </div> </div> </div> <div class="container text-center"> <hr style="margin-top:0;margin-bottom:.3rem;"> <a href="https://creativecommons.org/licenses/by/4.0/" target="_blank" class="text-muted small">Creative Commons Attribution 4.0 International License</a> <div id="copy" class="mt-2">© 2024 World Academy of Science, Engineering and Technology</div> </div> </footer> <a href="javascript:" id="return-to-top"><i class="fas fa-arrow-up"></i></a> <div class="modal" id="modal-template"> <div class="modal-dialog"> <div class="modal-content"> <div class="row m-0 mt-1"> <div class="col-md-12"> <button type="button" class="close" data-dismiss="modal" aria-label="Close"><span aria-hidden="true">×</span></button> </div> </div> <div class="modal-body"></div> </div> </div> </div> <script src="https://cdn.waset.org/static/plugins/jquery-3.3.1.min.js"></script> <script src="https://cdn.waset.org/static/plugins/bootstrap-4.2.1/js/bootstrap.bundle.min.js"></script> <script src="https://cdn.waset.org/static/js/site.js?v=150220211556"></script> <script> jQuery(document).ready(function() { /*jQuery.get("https://publications.waset.org/xhr/user-menu", function (response) { jQuery('#mainNavMenu').append(response); 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