Reino encantado de consumidores : o engajamento dos fandoms em comportamentos de patronagem como forma de apoio ao ídolo

• Ano de defesa: 2019
• Autor(a) principal: Santos, Francielle Vitcoski
• Orientador(a): Almeida, Stefânia Ordovás de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul
• Programa de Pós-Graduação: Programa de Pós-Graduação em Administração e Negócios
• Departamento: Escola de Negócios
• País: Brasil
• Palavras-chave em Português: Identidade Social; Patronagem; Comunidades de Fãs; Fandoms; K-pop
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.pucrs.br/tede2/handle/tede/8745

In the marketing area, patronage behavior has been investigated mainly from the retail point of view, involving consumption actions that indicate preference, such as store choice and visit frequency. Only recently the term has been associated with fandoms (fan kingdoms), referring to the actions performed by fans such as collective financing trough crowdfunding. However, the relational aspects that originate or contribute to patronage behavior within these consumption subcultures have not yet been investigated and discussed from the standpoint of Social Identity Theory. In fandoms dedicated to Korean pop music (K-pop), for instance, idol support actions such as financial support and image maintenance can be considered as forms of patronage. Therefore, this exploratory work seeks to understand this behavior within the fandoms from the point of view of Social Identity Theory. For that, a participant observation took place in two K-pop related events in Porto Alegre, where ethnographic interviews were made with participants of K-pop fandoms. Besides that, a netnographic follow-up of mentions of a hashtag related to a K-pop show was also made. Finally, people who consider themselves members of K-pop fandoms were interviewed in depth. The results allow us to understand some preponderant aspects that lead these fans to perform patronage actions. The vicarious sense of victory or defeat of the fandom in relation to other fandoms, seems to be one of the main generators of the engagement in patronage activities carried out by the group. In situations of competition with other fandoms, the fans use patronage actions as a way to ensure the defense of the group and, consequently, of themselves as members. In the same way, the social relations of the fan (with other fans, with their fandom and with their idol), become potentializers of the intention to protect the existence of that group by means of supporting the core element of the fandom. Likewise, the reciprocity existing in these three relationships also influences the fans to participate in patronage activities. The analysis allowed to identify that, for these people, acting in a patronage way also works as a reinforcement of their self-image, demonstrating the presence of the incorporation and representation of the group’s cognitions in their own social identity.