Classifying and Characterizing Fandom Activities: A Focus on Superfans’ Posting and Commenting Behaviors in a Digital Fandom Community
As digital fandom communities expand and diversify, user engagement patterns increasingly shape the social and emotional fabric of online platforms. In the era of Industry 4.0, data-driven approaches are transforming how online communities understand and optimize user engagement. In this study, we examine how different forms of activity, specifically posting and commenting, characterize fandom engagement on Weverse, a global fan community platform. By applying a clustering approach to large-scale user data, we identify distinct subsets of heavy users, separating those who focus on creating posts (post-heavy users) from those who concentrate on leaving comments (comment-heavy users). A subsequent linguistic analysis using the Linguistic Inquiry and Word Count (LIWC) tool revealed that post-heavy users typically employ a structured, goal-oriented style with collective pronouns and formal tones, whereas comment-heavy users exhibit more spontaneous, emotionally rich expressions enhanced by personalized fandom-specific slang and extensive emoji use. Building on these findings, we propose design implications such as pinning community-driven content, offering contextual translations for fandom-specific slang, and introducing reaction matrices that address the unique needs of each group. Taken together, our results underscore the value of distinguishing multiple dimensions of engagement in digital fandoms, providing a foundation for more nuanced platform features that can enhance positive user experience, social cohesion, and sustained community growth.
Applied Sciences/ MDPI - Yeoreum Lee, Sangkeun Park
Gatekeeping the Gatekeepers: An Exploratory Study of Transformative Games Fandom & TikTok Algorithms
Within fandoms, gatekeeping practices such as delineating authentic from fake fans filter out certain identities. While the types of fans excluded vary by fandom, mainstream digital games culture–and the hegemonic, masculine groups within it–frequently leverage gatekeeping tactics like harassment to silence or churn others (i.e., women) from participating. While there has been considerable scholarship documenting gatekeeping in online digital games there has been less examination of this occurring within video game fandom. We conducted an exploratory study to investigate gatekeeping in response to TikTok videos about Call of Duty's masculine operator Ghost. We found more comments qualifying as celebratory fun than gatekeeping. We argue that social media spaces by virtue of their recommendation algorithms are productive sites for reimagining games counter to affirmational readings within relatively niche communities.
Sage Journals / Jessica E. Tompkins, Ashley ML Guajardo (née Brown)
Here’s How Fandom Marketing Can Power Your Global Strategy
Embracing Fan Culture - As brands continue to recognize the power of fandoms, we’re likely to see more campaigns that celebrate fandom creativity, blending branded experiences with the unique passions of these dedicated communities. This evolution in marketing makes fandoms an invaluable asset for brands looking to build meaningful, long-lasting relationships with consumers.
Sociallypowerful.com
Study of influencers in the pharmaceutical field and connection with their audience
Through a methodology based on content analysis, the publications and reactions of the main pharmaceutical-themed profiles on TikTok are examined, delving into the communication resources, interaction strategies and topics with which they connect with their audience. The results reveal that, unlike other digital spaces, which are more prone to tension and confrontation, pharmaceutical influencers can openly expose their experience and professional opinion, and also demonstrate their mastery of the technical resources offered by TikTok to create informative videos about health.
Mediterranean Journal of Communication (MJC) / Revista Mediterránea de Comunicación (RMC)
