Transformations  in
Business & Economics

FANDOM CONSUMPTION - THE GLOBAL TRANSFORMATION OF THE 21ST CENTURY SUBCULTURES
Adriana Manolica, Andreea Conoro, Teodora Roman, Maria-Madela Abrudan, Andrei Maxim

ABSTRACT. The purpose of this research is to analyze the fandom consumption with its components and the meanings behind them, creating a map of connections that exist between the fans of a specific lovemark and the lovemark itself. The chosen lovemark is the Twilight Saga mostly because of personal reasons but also because it presents a complex system of fandom consumption that manifests itself on a large scale and in different areas of interest.
The research implied creating a survey on a sample of 500 Twilight fans from all over the world, resulting in a representation of 51 countries. Each response to the questionnaire contributed to the creation of a map of connections that exist between the fans of the Twilight Saga and this worldwide phenomenon, connections expressed not only through fandom consumption, but also through the meanings behind each element that exists within this lovemark. 

KEYWORDS:  fandom consumption, Twilight fans, global communities of fans, worldwide research.

JEL classification:  D11, D16, E20, L82, M30, M31.