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

Jiafei Ling


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.


Market Economy; Fans idol Culture; Social Platform

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[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].

DOI: http://dx.doi.org/10.18686/ahe.v6i15.5130