Graduate Studies

 

First Advisor

Jennifer Johnson Jorgensen

Degree Name

Doctor of Philosophy (Ph.D.)

Department

Human Sciences (Textiles, Merchandising, and Fashion Design)

Date of this Version

7-2024

Document Type

Dissertation

Citation

A dissertation presented to the faculty of the Graduate College of the University of Nebraska in partial fulfillment of requirements for the degree of Doctor of Philosophy

Major: Human Sciences (Textiles, Merchandising, and Fashion Design)

Under the supervision of Professor Jennifer Johnson Jorgensen

Lincoln, Nebraska, July 2024

Comments

Copyright 2024, Melisa Annette Spilinek. Used by permission

Abstract

Fandoms have grown in size and influence, becoming a complex and dynamic cultural phenomenon that richly impacts the consumption of media and consumer behavior. The capitalistic United States with its diverse and media-savvy population, is a prime destination to study fan studies, particularly among young adults who are a crucial component of fandom influence.

The internet has grown to be a major component of the fan experience, an integral part of fandom culture. Online communities provide avenues for Generation Z to connect with others who share similar struggles, challenges, and interests, highlighting the importance of digital platofrms on the evolution of fandoms.

This qualitative methods study employs Interpretative Phenomenological Analysis (IPA) phenomenology to explore how Generation Z individuals are socialized through their participation in pop culture and entertainment fandoms and how this socialization influences their purchase behavior of related merchandise. Recognizing the substantial purchasing power and cultural influence of Gen Z, this research aims to fill the gap in understanding the dynamics between fandom participation and consumer behavior among this demographic. Little research has been conducted on the overlap of merchandising research and fan studies, including the relationships of variables of fandom merchandise, socialization process, identity formation, and quality online interactions.

This study consisted of six in-depth in-person interviews with Gen Z college student participants. Based on the results of the literature review, 22 questions were developed to ask participants concerning fandoms and their experiences. This study addresses which elements of socialization young Gen Z adults encourage consumption of pop culture and entertainment merchandise.

The qualitative results indicate that fandom members are socialized to purchase pop culture and entertainment merchandise due to their benefits of identity and personal growth, a strong sense of community and belonging, timely emotional engagement ties, a sense of nostalgia and continuity, the transformative and rich experiences, and the considerable budgets spent on their fandom interests. Thus, individuals sought socialization mainly from friends concerning fandom support. The findings of this study demonstrate friends similar in age tend to be the largest socialization factor. Another key finding is the influence of effective and innovative marketing strategies to target Gen Z’s demographic.

Advisor: Jennifer Johnson Jorgensen

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