More Than a Music Artist? A qualitative study on consumer archetypes through the dynamics of fan-artist parasocial relationships

Sammanfattning: Thesis Purpose: This study examines how parasocial relationships between music artists and fans foster a plethora of different consumer attitudinal outcomes, with the purpose to provide clarity through the shaping of distinct consumer archetypes, while offering in this way practical insights for marketers and industry professionals. The context of K-pop is used to delve deeper into the understanding of the use of the parasocial sphere in the music industry scenario. Methodology: The thesis is based on a relativistic ontology and social constructivism epistemology, which led to the use of an abductive and qualitative approach. The data collection was made through the use of three focus groups with a total of 22 participants. Subsequently, the data was analysed with the use of thematic analysis. Theoretical perspective: This thesis offers a comprehensive theoretical framework for studying parasocial relationships and consumer archetypes in the music industry. It explores the impact of digitalisation and social media on content creation and emphasises the significance of personal branding. The role of fan-artist engagement, informed by reciprocity theory and the communication involvement theory, is examined. The concept of parasocial relationships is discussed as a key factor in strengthening the artist-fan bond. The K-pop industry serves as an exemplar, showcasing strategic choices and the expansion of the Parasocial Interaction theory to understand diverse consumer archetypes. Main Findings & Theoretical Implications: The study findings have identified different archetypes ("The Enjoyer," "The Top Fan," "The Hero Friend," and "The Dreamer") that reveal diverse consumer attitudinal patterns. The theoretical implications first present parasocial nuances through consumer archetypes, a theory that highlights that the strength of parasocial relationships does not always align with monetary contributions. Second, reasoned support theory emerges as fans justify consumption based on friendship or escapism. Lastly, conspicuous exploitation theory illustrates how fans' self-awareness of emotional manipulation in content impacts consumption decisions and thus, monetary support. Managerial Contributions: From the extrapolation of the consumer archetypes, the study provides artists and their companies in the music industry with valuable insights on how to use parasocial relationships through their paid and free content in a way that can effectively have positive benefits for their work. The suggestions rely on having a broad variety and diversity of content, not forgetting about the physical products behind but fostering the parasocial sphere through them as well, all while always taking the right precautions regarding the risk of the perception of exploitation from the fans.