Superfandom (Paperback)
Aaron M. Glazer
Sold by Grand Eagle Retail, Bensenville, IL, U.S.A.
AbeBooks Seller since 12 October 2005
New - Soft cover
Condition: New
Ships within U.S.A.
Quantity: 1 available
Add to basketSold by Grand Eagle Retail, Bensenville, IL, U.S.A.
AbeBooks Seller since 12 October 2005
Condition: New
Quantity: 1 available
Add to basketPaperback. Fandom isn't a noun, it's a verb. Fans create; they engage; they discuss. Today's fans go well beyond geeks - they're equally valuable to Starbucks as to Star Wars and to Chanel as to Chelsea FC. The ubiquitous plea to 'Like us on Facebook' heralds the beginning of a new reality: consumers buy a product, but fans make a product more buyable.An essential guide to the fan-fueled future, Superfandom explores the explosion of modern fandom and its transformative impact on culture and business. In chapters centered on case studies of the world's most- admired brands, experts Zoe Fraade-Blanar and Aaron Glazer delve into the sociology and psychology of fan culture, and how it can change the way business works.The internet has given businesses ways to talk directly to their fans, hear their needs and desires, and react in real time. Never before have fans had so much clout with companies, often collaborating to design the products they want. And this cycle is only set to continue. As the authors reveal, we are entering an age of fandom convergence - one in which fan activities and communities become intrinsic to the brand experience. Practical, investigative and reflective, Superfandom is an indispensable guide to this new world. An in-depth look at the explosion of fandom, and how fans are transforming the future of business. Shipping may be from multiple locations in the US or from the UK, depending on stock availability.
Seller Inventory # 9781781255339
Fandom isn't a noun, it's a verb. Fans create; they engage; they discuss. From comics to clothing, boundaries between fans and creators are blurring, and in this new fandom-based economy, it's clear: consumers may buy a product, but it is fans who can make or break it.
An essential guide to the fan-fuelled future, Superfandom explores the explosion of fandom and its transformative impact on culture and business. In chapters centred on illuminating case studies, experts Zoe Fraade-Blanar and Aaron Glazer delve into the history, sociology and psychology of fan culture, and how it can change the way business works. With them we visit Disneyland, drink Frida Kahlo branded margaritas, meet the fans who rebelled when Polaroid discontinued its film, and find out how fan-modding of Grand Theft Auto adds value to the game.
The internet allows direct access to this world: businesses can talk directly to their fans, hear their needs and desires, and react in real time. But while the benefits of this relationship can be huge, businesses that exploit or ignore fan bases do so at their peril. It can be very easy to get fan engagement wrong - as IKEA found out when it tried to shut down a fan site. Practical, investigative and reflective, Superfandom is a compelling and convincing exploration of the subject, and an indispensable guide to the brave new world of tech-fuelled fandom.
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