Exploring Fan Passions Driving Consumer Engagement: The Case of Philippine K-pop and K-drama Fans

• Main Authors: Capistrano, Erik Paolo, Patent, Michael, Bergania-De Vega, Twila
• Format: text
• Published: Archīum Ateneo 2024
• Subjects: consumer engagement; customer loyalty; fan passions; Korean Wave; purchase intentions; word-of-mouth
• Online Access: https://archium.ateneo.edu/kk/vol1/iss39/6; https://archium.ateneo.edu/context/kk/article/1985/viewcontent/KK_2039_2C_202022_206_20Regular_20section_20__20Capistrano_2C_20et_20al..pdf
• Institution: Ateneo De Manila University

This research1 presents two main streams of discourse on managing an interesting cultural export product that has earned phenomenal worldwide attention: (1) The influence of fan passions on consumer engagement (CE) behaviors; and (2) the theoretical and practical value of perceiving CE as a process,...