Qualitative Market Research: An International Journal

Purpose – The purpose is to examine the behaviors of consumers engaged in fan activity and determine if there are attitudinal and behavioral characteristics common across the differing fan subcultures.

Design/methodology/approach – The characteristics affecting fan behavior are examined through the literature and a series of structured interviews with fans which are then evaluated for the presence or lack of the sought for characteristics of fanaticism.

Findings – The research indicates that there are certain common characteristics to be found in fans interested in different topics and that these characteristics influence the behaviors of those involved in fan behavior.

Research limitations/implications – Given the prevalence of fan influences in popular and consumptive culture, opportunity exists for research beyond the exploratory work done here including larger interview populations from a greater number of fan subcultures.

Practical implications – Marketing professionals may use the identified characteristics as a guide in marketing popular culture to those markets best attuned to accept and embrace it.

Originality/value – This paper provides exploratory research in an area of popular culture that has previously been examined as categories of fans, rather than as an inclusive subculture of fanaticism.