COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
Applying Service Design to Promote the Sustainable Development of the Fan Economy
Creator:
Hu, Yongqifang
Subject:
Thesis (M.F.A.) -- Service Design
Subject:
Savannah College of Art and Design -- Department of Service Design
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
“Over the past several decades, the expansion and growth of mobile platforms, social media, and digital communication have created an environment where key influencers and fans engage in an unfiltered and indocile environment. In today's fan economy, influencers and their fans are no longer restricted by the limited reach and delays of traditional media. Present-day digital communication has made the distribution of content and commentary immediate and ubiquitous. This offers great opportunities for brands and influencers in terms of marketing, public relations, and commerce. However, to get more followers and increased views, producers often turn to unethical and dishonest tactics. The fan economy is used in idol entertainment, social influence, selling branded goods and services, and providing a bridge that can emotionally connect brands and their fans. This emotional connection is a deeper level of commitment and can inflame opinions when they feel mislead, beguiled, or betrayed. Likewise, loyal fans can turn on perceived disloyal fans, to defend the brand against those who post negative commentary. This cycle of negative banter can inadvertently place the brand in a vulnerable and sensitive position. This thesis will explore the impact of mass communication on the fan economy through a variety of research methods and analyses. Based on the findings, a mobile prototype will be developed. Service design tools and data-driven feedback will be implemented to encourage fans to transition from curiosity to enlightenment, and finally commitment. This journey to commitment will yield a stream of continual fan data that will be used to guide future content developed by the producers. The result will provide more targeted content for the fans and deeper fan loyalty for the influencers, which will create a healthier and more sustainable environment for the current and future fan economy.” –Abstract
Keywords: fan economy, mass communication, service design, marketing, service-dominant logic.
Keywords: fan economy, mass communication, service design, marketing, service-dominant logic.
Publisher:
Savannah, Georgia : Savannah College of Art and Design
Date:
2022-05
Format:
1 online resource: 1 PDF (Thesis, 133 pages, color illustrations, graphs)