[ CourseWikia.com ] Superfandom: How Our Obsessions are Changing What We Buy and Who We Are (True EPUB)



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English | March 21, 2017 | ISBN: 0393249956, 1781255334 | True EPUB | 336 pages | 2.2 MB



An in-depth look at the influence of fans―society's alpha customers―on our lives and culture.



As fandom sheds its longtime stigmas of geekiness and hysteria, fans are demanding more from the celebrities and brands they love. Digital tools have given all organizations―from traditional businesses to tech startups― direct, real-time access to their most devoted consumers, and it's 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. Sometimes it works. Sometimes it doesn't.



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