Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.13/933764

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Title
Identification in popular music: a netnographic exploration of online fan communities
Author/Creator
Perkins, Alicia
Institution
The University of Newcastle. Faculty of Business & Law, Newcastle Business School
Description
Although fan identification has received a lot of attention in sport, there is little research on fan identity in reference to popular music. This study employed a netnographic methodology to observe online fan activities. These activities were categorised as behaviour characteristic of a casual, loyal, die hard or dysfunctional fan using the four fan levels proposed by Beaven and Laws (2007) to represent distinct levels of fan engagement in regard to concert attendees. Analysis of different fan level behaviours evident in discussion on Metallica’s online message board was contrasted with this rock fan typology. All four levels of fans were identified, dissimilar to previous studies that observed an absence of casual fans. It is suggested that the emergence of this fan level is due to an increase in internet usage, and may provide opportunity for marketers to gain an understanding of a large sub group of consumers at different levels of identification.
Relation
Australian and New Zealand Marketing Academy Conference 2010: Doing More with Less (ANZMAC 2010). . Proceedings of the Australian and New Zealand Marketing Academy Conference 2010: Doing More with Less (Canterbury, New Zealand 29 November - 1 December, 2010)
Relation
http://anzmac2010.org/proceedings/index.html
Date
2010
Publisher
Australian and New Zealand Marketing Academy (ANZMAC)
Keyword(s)
netnography;  fan identification;  online fan community;  popular music;  concerts
Resource Type
conference paper
Identifier
http://hdl.handle.net/1959.13/933764
Identifier
ISBN:9780473178208
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Subject
"Identification in popular music: a netnographic exploration of online fan communities"
 
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