The Relationship between Fandom and Well-Being

This study focuses on the relationship between fandom and well-being. Fandom refers to the act of endorsing something, whether it is a person or a nonperson such as an artist, game character, or specific brand. In other words, fandom can be seen as the ultimate customer engagement. Previous study has suggested that customer-brand engagement contributes to improved customer well-being with the concept of flourishing. This study provides quantitative support for this finding by surveying those involved in fandoms. Under the COVID-19 pandemic conditions, people were subjected to various behavioral restrictions. Entertainment was deemed unnecessary, and various events had to be canceled or scaled back. However, fans supported their favorites in a variety of ways and in turn found fulfillment and happiness through such activities. In the long run, the act would have contributed to the improvement of the fans’ own well-being. This study presents a way of value co-creation between the supporters and the recipients that can be paraphrased as that between a customer and brand