Description
Title: Handbook of Research on the Impact of Fandom in Society and Consumerism (Advances in Marketing, Customer Relationship Management, and E-services)
Summary:
The “Handbook of Research on the Impact of Fandom in Society and Consumerism” edited by Cheng Lu Wang explores the multifaceted phenomenon of fandom and its profound influence on society and consumer behavior. Drawing on contributions from leading scholars in the field, this comprehensive volume delves into various aspects of fandom, including its psychological, social, and economic dimensions. Through a combination of theoretical frameworks, empirical studies, and case analyses, the handbook examines the role of fandom in shaping identities, driving consumption patterns, and fostering community engagement. From fan communities and subcultures to brand loyalty and digital marketing strategies, the handbook provides valuable insights into the complex dynamics between fans, brands, and society at large. With its interdisciplinary approach and cutting-edge research, this handbook serves as a definitive resource for scholars, marketers, and practitioners seeking to understand and leverage the power of fandom in today’s consumer culture.
Editor:
Cheng Lu Wang is a distinguished scholar and expert in marketing and consumer behavior. With a background in both academia and industry, Wang brings a wealth of experience to his role as editor, curating a collection of research that reflects the latest trends and developments in fandom studies. His interdisciplinary perspective and innovative approach contribute to the handbook’s comprehensive coverage and relevance to diverse audiences.
Publisher:
Published by Business Science Reference
