Research on “Fan Economy” and Marketing Strategy in the social media Era

Abstract

The changes in media technology have changed the social structure and the economy’s development, especially since social media has strengthened the community organization of “fans”. So far, a new business operation mode and relationship marketing mode, “fan economy” has become widely known. Meanwhile, social media provides fans with more space for participation, which makes the interaction between fans and idols more frequent and closer, and has a more significant impact on the promotion of the economy. As a product of the social media age that scholars and businesses value, the fan economy and its marketing strategies have great value for research. This paper uses case study and literature analysis methods to analyze and interpret some social media marketing cases in the fan economy. Moreover, this paper proposes novel solutions to the potential drawbacks of pop star endorsement and highlights the importance of the brand and the commodity itself. This research can further grasp the operation mechanism of the fan economy to utilize the value of this economy better.