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Why are stans stans?
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Abstract(s)
In contemporary culture, the phenomenon of stan behavior has emerged as a prominent aspect of fan engagement and loyalty. Stemming from Eminem's 2000 song "Stan", the term denotes individuals who exhibit intense and sometimes obsessive loyalty towards specific celebrities, artists, or pop culture icons.
Drawing upon theoretical frameworks such as parasocial relationships theory, psychological theories of attachment and consumer behavior in the music industry, this empirical research adopted a qualitative approach delving into the experiences of why individuals become stans.
Through a qualitative research design, this study delves into the experiences and perceptions of individuals who identify themselves as stans.
One of the main findings of this research is that stans often immerse themselves in unhealthy behaviors, and some are reluctant to admit their obsessive attitude. Also, fans exhibit remarkable resilience in maintaining emotional ties with artists, frequently explaining their continuous support with significant confidence in the artist's integrity and a sense of shared understanding.
This phenomenon exemplifies a form of brand (or artist) loyalty whereby dedicated followers, commonly referred to as stans, consistently support and promote their favored celebrities. This steadfast loyalty frequently influences broader consumer trends and market dynamics within one of the world's largest industries.
This research contributes to the existing literature by providing a nuanced understanding of stan behavior and its implications for brand loyalty. Moreover, it offers valuable insights to the music industry, highlighting how such intense fan loyalty can be harnessed to drive consumer engagement and market influence.
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Keywords
Consumer behavior Music industry Parasocial relationships Fandom Crisis management Stan Loyalty