Virginia Commonwealth University researcher Baobao Song, Ph.D., recently conducted a study on the influence of celebrity endorsements and advocacy campaigns on fans’ behavior, focusing on the South Korean boy band BTS and their dedicated fanbase, known as the BTS ARMY. The study found that celebrity advocacy campaigns, like those led by BTS, can indeed change fans’ advocacy behavior, driven by factors such as the fans’ attachment to the celebrity, their identification within the fandom, and the norms of the fandom.
Song’s research, which was funded by the Page Center at Pennsylvania State University, highlights the potential impact of celebrities using their influence to promote social causes. The study, which included interviews with BTS fans in the U.S. and South Korea as well as an online survey of Gen Z and millennial adults who identified as BTS fans, revealed that fans are more likely to engage in sustainability volunteering and advocacy work when their favorite celebrities advocate for such causes.
The study emphasizes the importance of celebrities having a strong personal connection with their fans in order to effectively drive changes in behavior and intentions. While not all celebrity fandoms may be as large and influential as BTS’, the findings suggest that celebrity endorsements can play a significant role in shaping their fans’ attitudes and actions towards social issues.
For brands and organizations looking to collaborate with celebrities to advance their causes, understanding the dynamics of the relationship between fans and celebrities, as well as the influence of fandom norms, is crucial. By leveraging the power of celebrity endorsements, organizations can potentially mobilize their fans to support and participate in advocacy efforts, as demonstrated by the dedicated BTS ARMY.
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