This research explores the antecedents of emotional attachment and its impact on brand loyalty within the entertainment industry, using BTS as a case study. Through the lens of performance theory and parasocial interaction, this research further examines how BTS fans develop strong emotional attachment towards the group through their consumption of both on-stage content (e.g., music videos, live performances, transmedia storytelling) and off-stage content (e.g., behind-the-scenes, livestreams, and variety shows). A qualitative case study approach was adopted by analyzing 15 in-depth interviews with BTS fans and 21 BTS on-stage and off-stage digital content. Various key themes emerged, including a variety of pathways to fandom, emotional comfort and reciprocal bonding, authenticity, vulnerability, empowerment, artistic appreciation, and intellectual engagement. Through triangulation analysis between interviews and BTS digital content, anchored in Auslander’s performance theory, the findings reveal how the blurred boundaries between BTS’s layers of “person”, “persona”, and “character” across on-stage and off-stage content contribute to fans’ perception of authenticity and relatability of all identified themes. Moreover, this sense of authenticity is reinforced through a combination of consistent storytelling (e.g., brotherhood, vulnerability) with consistent artistic and technical excellence, across on-stage and off-stage. Additionally, the consistent acknowledgment from artists towards fans also extended parasocial interaction to perceived as reciprocal bonding. Finally, all of these factors ultimately deepen fan attachment, which subsequently enhances their willingness to maintain their loyalty. In the BTS fandom, this loyalty manifests as a distinguished type of loyalty from BTS fandom, characterized as protective and lifelong loyalty.

Authors:
Ade Putri Aulia Wijharnasir, Ritsumeikan Asia Pacific University, Japan
Geunhee Lee, Ritsumeikan Asia Pacific University, Japan

About the Presenter(s)
Ade Putri Aulia Wijharnasir, Doctoral Student at Ritsumeikan Asia Pacific University. Interests: youth mental health, childhood trauma, and fandom/media studies, focusing on connection. Current project: ACEs, social attachment, and fan interaction.

Connect on Linkedin
https://www.linkedin.com/in/putriwijhar/

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