Ervira Hendrawati, . (2025) FAN LOYALTY DALAM K-POP: STUDI FENOMENOLOGI PADA PENGGEMAR AESPA MELALUI BRANDING METAVERSE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The phenomenon of fan loyalty in the K-pop industry was not solely shaped by musical and visual interaction, but also through innovative marketing strategies such as metaverse branding. This study aimed to understand how the loyalty of Aespa fans was formed through their experiences in engaging with metaverse elements, including virtual avatars, the KWANGYA narrative, and other promotional content. Using Alfred Schutz’s phenomenological approach, the subjective experiences of five participants were analyzed through the concepts of because motive, in order to motive, lifeworld, and intersubjectivity. The findings revealed that loyalty was rooted in meaningful initial experiences and developed alongside the participants’ personal goals in fandom activities. Metaverse branding became part of their daily routines, identities, and social connections with fellow fans. Loyalty did not emerge instantly, but rather through an ongoing process of interpretation and collective meaning-making. Metaverse branding functioned as a strategic medium for creating immersive and relational digital experiences, reinforcing both emotional engagement and concrete actions within the fandom community.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110411208 [Pembimbing: Rizkiya Ayu Maulida] [Penguji 1: Rini Riyantini] [Penguji 2: Lusia Handayani] |
| Uncontrolled Keywords: | Fenomenologi, Fan Loyalty, Aespa |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HT Communities. Classes. Races |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | ERVIRA HENDRAWATI |
| Date Deposited: | 20 Aug 2025 09:25 |
| Last Modified: | 29 Aug 2025 02:52 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38841 |
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