Superfandom - How Our Obsessions are Changing What We Buy and Who We Are - How Our Obsessions are Changing How We Buy and Who We Are

As fandom sheds its stigmas of geekiness and hysteria, fans are demanding more from the celebrities and brands they love. Digital tools have given all organisations - from traditional businesses to tech startups - direct, real-time access to their most devoted consumers, and its easy to forget that this access flows both ways. This is the new fandom-based economy: a convergence of brand owner and brand consumer. Fan pressures hold more clout than ever before as they demand a say in shaping the future of the things they love. From Polaroid to Makers Mark to groupies of financier Warren Buffett, the consumer relationship has been transformed. Superfandom is an essential guide for those who care, contribute to and live in this rapidly expanding fan-driven economy.

About the author

Zoe Fraade-Blanar is a faculty member of New York University's Interactive Telecommunications Program (ITP) and NYU Journalism. She is a cofounder and the CCO of the crowdsourced toy company Squishable.

Product details

• Authors: Zoe Fraade-Blanar, Aaron M. Glazer
• Publisher: Norton
• Languages: English
• Product format: Hardback
• Released: 01.03.2017
• EAN: 9780393249958
• ISBN: 978-0-393-24995-8
• No. of pages: 336
• Subjects: Guides > Self-help, everyday life > Lifestyle, personal development; Social sciences, law, business > Business > Advertising, marketing