Research On What Impact Have The Endorsement’s Fans Had On Brand Community

In post-industrial era,the channels of communication have been increasingly diversity,and the promoted value of fans has become the important performance of the economic capital with the help of cultural capital.A large number of fans following endorsement are prone to positively taking part in the brand community and stimulating excessive consumption behavior,because of their high loyalty to idols,active participation in activities,dramatic sense of belonging and exclusivity to the other brand community.Compared to ordinary consumers,the users of brand community have characteristics such as,deep involvement,similar religious worship and social interaction,which are the good extension of brand communication.Because of this,more and more brand community tends to choose popular idol to interact with idol’s fans,in order to convert them into brand’s fans and achieve better effect of brand communication.However,the value of fans in brand community is waiting to deeply tap.Both academic area and practice area in terms of brand community are increasingly difficult to keep up with the cutting-edge development of fandom.Therefore,it is necessary to have further understand to the characteristics of the fans and find the value of them combined with the lasted situation,researching the interaction methods,consumption patterns,as well as the loyalty of fans.Based on this,this paper focuses on the role of endorsement’s fans in brand community,take Kim Soo Hyun and his fans as an example to analyze how extraordinary consumers in brand community have impact on community.Exploring the relationship between brand community and endorsement’s fans can promote the fans attitude to the brand community and study how to improve the communication value of fans in brand community.