| Summary: | 碩士 === 國立政治大學 === 企業管理研究所(MBA學位學程) === 107 === Fostering fans into devoted followers is one of the goals for many enterprises with brands. Compared with ordinary consumers, devoted followers have stronger loyalty as well as more persistent passion to the brand they love. They also serve as the safeguard for the brand’s reputation and the best medium for marketing. For the singer as the brand, the greatest asset is devoted followers who appreciate their talents, works, and charisma. They are the reason why the singer or idol exist.
In addition to attracting fans, the strategy of the singer’s brand should focus more on fostering fans into devoted followers with great loyalty. The devoted followers become more crucial because the music industry has been struggling due to the Internet. To seek for their own identity or express their self-value out of idol worship, devoted followers are still willing to spend time and money to support their beloved idols and singers. Their supports serve as the largest resources and strongest motivation for the singers to continue their musical performance and creation.
This study focuses on the reason why devoted followers could show strong loyalty. Despite her twenty years as a singer, relatively low profile and long intervals between her works, Cheer Chen are still able to attract a group of devoted followers because of her literary music style and candid personality.
This research is carried out through the qualitative in-depth interview with ten devoted followers of Cheer Chen, trying to understand the reasons behind their loyalty including attitudinal and behavioral perspectives. To be specific, the research aims at explaining why they are willing to buy her music album or other works, spend time and energy on concerts, tend to promote her or support her for any other possible reasons.
The research results show that the respondents think Cheer Chen is still what she was at the very beginning, possessing the same traits which are beloved by devoted followers. The material in her music becomes more mature, thought-provoking, while the composing style remains as before and could resonate with these followers. In terms of personality and image, she stays what she was along the way and sticks to her principle of creating music, making respondents recognize who she is and what she is doing.
To express their support and know more about Cheer Chen, respondents are willing to purchase her works as a collection. As for the concert, this event provides a rare opportunity to have wonderful experiences with her. Although the tickets are hard to obtain, with the help of the devoted fans or the fans community, they could request for tickets or exchange them, which increases the possibility of participating in this kind of time-intensive events.
In addition, the care for the devoted fans from Cheer Chen could make the respondents feel rewarding. For each and every precious moment with her, the relationship between Cheer Chen and devoted followers becomes special and unique. In the mind of devoted supporters of Cheer Chen, she is someone who not only deserves their respect and worship but is reliable to be a good companion, making these supporters unable to leave her.
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