Exploring the “like” in the psychological interaction of users on fan community: A netnography analysis

Little is known about the psychology behind fans joining fan community pages in a blog context; the factors driving them to like, share, and comment on posts on fan community pages; or the manner in which fans experience and interact with such pages. These topics were not given sufficient explanation in past research. This study aimed to explore the special situations and unique online experiences that fans community experience in a blog context. A netnography analysis was conducted through online interviews and field observations. Three phases of contextual experiences were determined, including observing and collecting data online, active participation, and emergent design. The contribution of this study is its establishment of the fan community experience model, which is a substantive theory, and its suggestion of nine propositions that can provide insights into fan community page interaction and experience models.