Chinedu James Obiegbu, Gretchen Larsen and Nick Ellis
The purpose of this paper is to explore how the act of expressing criticism against a music brand fits with the identity and practices associated with being a loyal fan of that…
Abstract
Purpose
The purpose of this paper is to explore how the act of expressing criticism against a music brand fits with the identity and practices associated with being a loyal fan of that brand.
Design/methodology/approach
Drawing on insights from theories of brand loyalty and fandom, this interpretive inquiry makes use of data from an online forum dedicated to the band, U2, and interviews with forum members. A combination of online ethnography and discourse analysis is employed.
Findings
The findings reveal how interpretations of the act of expressing criticism within a space that ostensibly functions as a place to celebrate all things U2 related, shape the construction of loyalty to the b(r)and in diverse ways. The apparent in-group tensions between being loyal and being critical pose a challenge to the taken for granted nature of brand loyalty and fandom, highlighting the nuanced ways with which they manifest.
Originality/value
By examining the role of criticality within otherwise loyal spaces, the authors contribute to brand loyalty theory by revealing the malleability of the concept, as meaning is constantly being reshaped depending on individual realities.
Details
Keywords
Chinedu James Obiegbu, Gretchen Larsen, Nick Ellis and Daragh O’Reilly
This paper aims to answer the following question: How can a discursive approach to how music fans construct loyalty in a digital context contribute to a theoretical understanding…
Abstract
Purpose
This paper aims to answer the following question: How can a discursive approach to how music fans construct loyalty in a digital context contribute to a theoretical understanding of brand loyalty?
Design/methodology/approach
Drawing on insights from theories of brand loyalty and fandom, this interpretive inquiry makes use of data from an online forum dedicated to the rock music band, U2, and interviews with forum members. A combination of online ethnography and discourse analysis are used.
Findings
The analysis shows that music fans mobilise particular discursive resources in constructing loyalty in the digital context, specifically length of time spent as a fan, obsession and the opposition of obligation and choice. These discursive resources reflect a grounded account of an experientially rooted brand loyalty that extends beyond attitudinal and behavioural loyalty and which is particularly salient in music consumption.
Research limitations/implications
This is a single case study, but as a rich and vibrant online community, it provides fruitful insights into the discursive construction of loyalty. The processes of negotiation, accommodation and conflict, engaged in through online discourse, are important in laying bare the preferences, value systems and meanings that frame the experiences of loyal consumers.
Practical implications
This socially constructed view of loyalty facilitates a more sensitive and nuanced application of brand loyalty, with implications for segmentation and targeting activities. It provides a possible basis through which precise insights can be gained into the meanings and practices of loyal fans and consumers.
Originality/value
Examining loyalty through the lens of online music fandom enables a discursive understanding of consumers’ experience of brand loyalty. It shows how online engagement with other consumers of a brand facilitates a deep engagement with the notion of loyalty.