Fandom, fans gift, and fanaticism as drivers of fan loyalty to JKT48

Abstract

Since its emergence in 2011, JKT48 has attracted significant interest among Indonesian youth as the first sister group of AKB48 outside Japan. This phenomenon has given rise to fan communities known as WOTA, who demonstrate distinctive behaviors including wotagei, merchandise collection, and active participation in various events. Fanaticism, characterized by excessive conviction and emotional attachment toward idols, has become a defining feature of this fan culture. The culture of gift-giving, or fans-gift, has been practiced by JKT48 fans since the group's formation, serving as an expression of appreciation and a symbol of sense of belonging within fandom communities. Fandom provides spaces for individuals with shared interests to form bonds and express their authentic selves. Previous research indicates that JKT48 fans in various regions exhibit loyalty through their support activities. However, the interplay between fandom, fans-gift practices, and fanaticism in driving fan loyalty remains underexplored. This study aims to examine how fandom and fans-gift contribute to the development of fanaticism and subsequently foster loyalty among JKT48 fans. Understanding these dynamics provides insights for marketing management strategies in the entertainment industry and contributes to the academic discourse on fan behavior and consumer loyalty.