How Does the Theory of Marketing Mix Affect Consumer Behaviours, with the Development of Fandom Economy?

Jiafei Ling

doi:10.18282/l-e.v10i8.3048

How Does the Theory of Marketing Mix Affect Consumer Behaviours, with the Development of Fandom Economy?

Jiafei Ling School of Economy and Management, Mianyang City College

DOI: https://doi.org/10.18282/l-e.v10i8.3048

Keywords: Market Economy, Fans idol Culture, Social Platform

Abstract

Fandom economy is becoming an increasingly hot topic in current society. Therefore, researching on such a newly-emerging phenomenon is worthy of being done. Through the analysis of “celebrity effect”, also called “idol culture” in this dissertation, fans behaviours and the business model of entertainment company by the theories from marketing area, it could help to find out the supply chain of this industry and understand the fundamental reasons why fandom economy occurs.

References

[1] Bryman, A. and Bell, E. 2015. Business Research Methods (4th Edition). New York: Oxford University Press.

[2] Case, K.E. and Fair, R.C. 1994. “Demand, Supply, and Market Equilibrium”. Principles of Economics (3rd Edition). Englewood Cliffs: Prentice Hall.

[3] CNNIC, 2016. Report of Active Users Numbers in China’s Internet. [Online]. [Accessed 28 August 2020].

Published

2022-06-20

Issue

Vol. 10 No. 8 (2021)

Section

Articles

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