Published: 2024-10-01
Exploring the Impact of Marvelous Dynamics on Fans’ Perception, Behavior, and Pop Culture
DOI: 10.35870/jtik.v8i4.2623
Abstract
This study investigates the relationship between Marvel and its fanbase, with a particular emphasis on the X online community (@Marvfess). Employing a phenomenological qualitative approach, data was collected through interviews and observations involving individuals aged 18-25 who actively engage with @Marvfess on X. Furthermore, data triangulation was conducted by consulting a social media and branding specialist as well as a psychologist. The research aims to evaluate the impact of Marvel's interactions with its fans on brand perceptions, the influence of these interactions on fan behavior, and their contribution to broader trends in popular culture. Drawing on Goffman's Theory of Self-Expression, Social Presence Theory, and Jenkins' Participatory Culture, the findings indicate that Marvel's engagement with its online community fosters a strong connection, significantly shaping fans' perceptions and behaviors, and driving trends in popular culture through active fan participation
Keywords
Fan Behavior; Fan Perception; Marvel Brand; Popular Culture; Social Media
Article Information
This article has been peer-reviewed and published in the Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 8 No. 4 (2024)
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Section: Computer & Communication Science
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Published: 2024-10-01
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License: CC BY 4.0
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Copyright: © 2024 Authors
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DOI: 10.35870/jtik.v8i4.2623
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Rita Purwaningsih, , Politeknik LP3I Bandung
Public Relations Study Program, Politeknik LP3I Bandung, Kota Bandung, Provinsi Jawa Barat, Indonesia
Leili Kurnia Gustini, , Politeknik LP3I Bandung
Public Relations Study Program, Politeknik LP3I Bandung, Kota Bandung, Provinsi Jawa Barat, Indonesia
Teti Sumarni, , Politeknik LP3I Bandung
Public Relations Study Program, Politeknik LP3I Bandung, Kota Bandung, Provinsi Jawa Barat, Indonesia
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