Antecedents and consequences of online fan community identification

Driven by social identity theory, this paper’s aim was to explore the influences of social factors such as parasocial interaction, social presence and social connectedness on community identification and to demonstrate how community identification influences satisfaction and advocacy intention. Data collected through a self-administrated online survey from 201 members of “BTS” online fan community on Facebook. Structural equation modelling was implemented to analyze the proposed relationships. The findings reveal that parasocial interaction, social presence and social connectedness positively influence fan community identification, which in turn significantly affects satisfaction and advocacy intention. Furthermore, satisfaction contributes as a mediator between community identification and advocacy intention on fan community on Facebook. The theoretical and managerial implications of the results are provided, together with its limitations and directions for further investigations.