RICHMOND, Va. (March 6, 2025) — In an age where celebrity influence permeates nearly every aspect of society, the dynamics between fandom and advocacy have garnered significant attention. The recent study conducted by Baobao Song, Ph.D., a Virginia Commonwealth University researcher, sheds light on the profound impact that celebrities, particularly the South Korean boy band BTS, have on their fanbase’s engagement in social causes. This is particularly relevant given that BTS, composed of seven members, has amassed a global following known as the BTS ARMY, which boasts millions of dedicated listeners who exhibit a remarkable level of devotion not only to the band’s music but also to its social justice initiatives.
The essence of Song’s research focuses on the relationship between celebrity advocacy and fans’ behavioral intentions. This relationship posits that when a celebrity endorses a cause, their fans may feel compelled to change their behavior in order to align with the values represented by the celebrity. Song’s motivation for the study was not only her professional inquiry into corporate social responsibility but also her identity as a BTS superfan. Understanding whether celebrity advocacy can indeed motivate fans to engage in social causes is crucial in today’s cultural climate, where the intersection of popular culture and social responsibility becomes increasingly prominent.
The BTS ARMY serves as an ideal case study for this phenomenon due to its high level of engagement with the group. The ARMY has not only supported BTS’s career success but has also taken significant actions in the realms of social justice and charity, exemplified by their rapid fundraising to match BTS’s $1 million donation to the Black Lives Matter movement within just 24 hours. This initiative occurred without prompting from the band, revealing the deep-rooted connections fans feel towards their idols and their causes.
BTS has engaged with advocacy on multiple fronts since their rise to international fame. For instance, they collaborated with UNICEF to launch the "Love Myself" campaign in 2017, an initiative aimed at combating youth violence and promoting self-acceptance among young people. Furthermore, their address at the United Nations General Assembly in 2021 highlighted their commitment toward achieving the global organization’s sustainable development goals. Such actions illustrate BTS’s alignment with causes that resonate deeply with their fanbase, creating a powerful synergy between celebrity advocacy and fandom engagement.
Song’s research meticulously examined how these advocacy efforts influence the behaviors and intentions of BTS fans. Working alongside Minhee Choi, Ph.D., an assistant professor at Texas Tech University, Song conducted interviews with BTS fans in both the United States and South Korea before administrating an online survey targeting Gen Z and millennial adults who identified as part of the BTS ARMY. The survey focused on key themes like perceptions of celebrity influence, the dynamics of fandom interaction, and individual identification with the BTS ARMY.
The findings from the study, based on 424 responses, provided compelling evidence that celebrity advocacy significantly shapes fans’ behavioral intentions. The influence can be attributed to three main factors: the interdependence between fans and their celebrity idols, the individual identification of fans within the broader fandom, and the established norms within the fandom community. Each of these elements plays a crucial role in transforming celebrity influence into tangible advocacy actions.
The implications of this research transcend the BTS fandom and speak to a broader reality within celebrity culture. Other celebrities possess the potential to leverage their platforms and fan communities to promote social causes; however, the effectiveness of such efforts hinges on the strength of the connection between the celebrity and their audience. For advocacy initiatives to succeed, they must tap into the deep emotional ties that fans have with their favorite celebrities.
Notably, Song cautions that the success of celebrity partnerships for advocacy may not be universal across all fandoms. The unique bond that BTS shares with the ARMY has proven to be a decisive factor in driving collective action among fans, and organizations seeking to harness celebrity influence must consider the nature of the relationships at play. Without a strong personal connection, the impact of celebrity endorsements may remain superficial at best.
Assessing how to maximize the benefits derived from celebrity partnerships is pivotal for organizations aspiring to advance social causes. Understanding the intricacies of fan-celebrity dynamics and the levels of interdependence between the two will enable strategic advocacy initiatives that resonate deeply within fandom cultures. Song’s research ultimately not only illuminates the significant relationship between celebrity advocacy and fan participation but also outlines a roadmap for organizations seeking to leverage this influence for societal good.
As fandom evolves and becomes increasingly participative, researchers and organizations must pay keen attention not only to celebrity actions but to fans’ reactions and engagements. The blend of popular culture and social advocacy serves to remind us that celebrities wield profound power to affect change, particularly when they forge authentic connections with their audience. BTS stands as a testament to this dynamic, exemplifying how artistry, activism, and fandom can coalesce to inspire meaningful societal contributions.
If the power of participatory fandom remains harnessed effectively, we can expect to see an enriched landscape for advocacy movements led by celebrities and their dedicated followers. The insights gained from this research emphasize the necessity of further exploration into the nuances of this relationship, ensuring that the potential for positive social change remains at the forefront of celebrity-driven initiatives. The dialogue between celebrities, their fans, and the causes they champion is likely to evolve and expand, marking a transformative era for social responsibility within popular culture.
Subject of Research: People
Article Title: From celebrity advocacy to fandom advocacy: Harness the power of participatory fandom culture
News Publication Date: March 6, 2025
Web References: Virginia Commonwealth University
References: Public Relations Review
Image Credits: Not provided
Keywords: Social sciences, Social research, Psychological science, Personality psychology, Motivation
