Journal of theoretical and applied electronic commerce research,
Journal Year:
2025,
Volume and Issue:
20(1), P. 44 - 44
Published: March 5, 2025
In
the
evolving
landscape
of
fandom
economics,
fan-driven
crowdfunding
has
emerged
as
a
powerful
force,
transforming
audiences
from
passive
consumers
into
active
participants
in
celebrity
branding.
This
study
examines
roles
trust,
loyalty,
and
perceived
value
shaping
participation
within
Chinese
Weibo
K-pop
communities,
where
fans
collectively
finance
large-scale
public
advertisements
for
their
idols.
Using
structural
equation
modeling
(SEM)
on
survey
data
260
participants,
our
findings
reveal
that
trust
loyalty
fan
communities
significantly
enhance
engagement
activities,
reinforcing
idol
financial
commitment
to
promotional
campaigns.
These
insights
position
key
driver
digital-era
consumer
culture,
illustrating
its
impact
branding,
online
community
dynamics,
monetization
engagement.
By
bridging
studies,
digital
marketing,
behavioral
this
research
provides
theoretical
advancements
practical
strategies
entertainment
agencies
managers
seeking
harness
economic
power
marketing.
As
fandoms
continue
reshape
traditional
advertising
models,
understanding
mechanisms
behind
community-based
offers
new
avenues
brand
engagement,
audience
monetization,
sustainable
global
industry.
Sustainability,
Journal Year:
2023,
Volume and Issue:
15(5), P. 4432 - 4432
Published: March 1, 2023
As
an
emerging
e-commerce
model
that
combines
the
convenience
of
traditional
with
real-time
and
interactive
nature
live
streaming,
live-streaming
(LS)
is
loved
recognized
by
consumers.
At
same
time,
LS
also
faces
many
difficulties
such
as
homogenization
marketing
content
consumers’
low
willingness
to
repeat
purchase.
Therefore,
how
better
stimulate
continuous
purchase
in
has
become
a
hot
topic
current
research.
Based
on
stimulus–organism–response
(SOR)
model,
this
paper
constructs
intention
mediated
trust
e-commerce,
measuring
perceived
value
three
dimensions:
utilitarian
value,
hedonic
social
using
streamer
product
mediators
investigate
influence
intention.
Data
Chinese
users
were
collected
questionnaire
survey
prove
assumptions
paper.
The
results
show
significantly
positively
their
streamer;
product;
influences
consumer
partially
mediates
relationship
between
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