The Impact of Voluntarily Engagement on Social Media Usage Intentions Among (Korean Pop) K-pop Fans
DOI:
https://doi.org/10.24191/ra564j86Abstract
This study investigates how voluntary (VT) engagement influences K-pop fans’ behavioral intention (BI) to use social media (SM). As Korean Pop (K-pop) fandoms grow in global digital spaces, understanding fans' motivations to interact online is increasingly important. A qualitative approach was adopted, involving passive observation of public SM accounts belonging to active K-pop fans over a three-month period. The study focused on fan-driven behaviors such as content creation, participation in voting and streaming campaigns, and community interactions. Using content analysis, the researcher examined posts, interactions, and engagement patterns to identify recurring themes tied to voluntary participation. Thematic coding was used to categorize intrinsic motivations and online behaviors. Findings reveal that VT engagement is largely driven by emotional connection, creative expression, and the desire for community. Fans who actively participated in fan-led initiatives exhibited stronger intentions to continue using SM for fan activities. This study contributes to literature by highlighting VT as a key factor in fan engagement, aligning with self-determination theory. It suggests that K-pop agencies should support fan-led, voluntary efforts to strengthen loyalty. Despite limitations in sample size and data scope, the study offers valuable insights into VT behavior in digital fandoms.
References
Alexandri, E. (2024). The Illusionary World of K-Pop. In Explorations in Dynamic Semiosis (pp. 291-311). Cham: Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-47001-1_13
Alexandrina, E., Ramonita, L., & Anindita, A. (2024). Understanding the motivation of purchase decision making of KPOP Seventeen’s merchandise in Weverse Shop. Jurnal Mantik, 8(1), 704-713.
Barber, H., & Callaghan, J. (2010). Virtual friends: Experiences of an online fan community. In New media and the politics of online communities (pp. 59-67). Brill. https://doi.org/10.1163/9781848880320_008
Brassier, P. (2023). From Korea to the world: women’s role as peer-leaders in K-pop transnational online brand communities. Asia Pacific Business Review, 29(5), 1324-1348. https://doi.org/10.1080/13602381.2023.2229744
Chang, H. C. H., Pham, B., & Ferrara, E. (2023). Parasocial diffusion: K-pop fandoms help drive COVID-19 public health messaging on social media. Online Social Networks and Media, 37, 100267. https://doi.org/10.1016/j.osnem.2023.100267
Chen, Z., & Skey, M. (2024). ‘I produce songs for her…. In this way, I gradually know her more. The more I know her, the more I like her’: Using Collins’ model of interactive ritual chains to study the case of virtual idol fandom in China. Convergence, 30(2), 841-859. https://doi.org/10.1177/13548565241246045
Choi, H. J. (2024). Do K-Pop Consumers’ Fandom Activities Affect Their Happiness, Listening Intention, and Loyalty?. Behavioral Sciences, 14(12), 1136. https://doi.org/10.3390/bs14121136
Chung, D. J., & Koo, K. R. (2023). The role of cultural diversity in creating value: a case study of South Korea’s pop band BTS. Asia Pacific Business Review, 29(5), 1275-1299. https://doi.org/10.1080/13602381.2023.2243242
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340. https://doi.org/10.2307/249008
Deci, E. L., & Ryan, R. M. (2012). Self-determination theory. Handbook of theories of social psychology, 1(20), 416-436.
Dinningrum, R. F., & Satiti, N. L. U. (2022). The phenomenon of fandom consumption in k-pop commodity through the army community: Bangtan Sonyeondan fandom. COMMICAST, 3(1), 42-55. https://doi.org/10.12928/commicast.v3i1.5108
Fan, X., Shamshudeen, R. I., & Rahamad, M. S. (2024). The Guiding Role of Social Media in the Socialization of Celebrity Fans. Studies in Media and Communication, 12(2), 50-64. https://doi.org/10.11114/smc.v12i2.6608
Galuszka, P. (2014). New Economy of Fandom. Popular Music and Society, 38(1), 25–43. https://doi.org/10.1080/03007766.2014.974325
Hayati, K., & Afriani, A. L. (2022). Identity Construction of Fans: Virtual Community Through Chat Room LINE (Case Study EXO-L Bandung Community). Journal of Communication and Public Relations, 2(1), 47-55. https://doi.org/10.37535/105002220235
Hwang, D. H. (2023). Hallyu fans number 178 million in 2022. The Korea Herald. Retrieved November 11, 2024, from https://www.koreaherald.com/view.php?ud=20230310000461
James, S. (2024). Platform Fans: Contradictory Practices of K-Pop Fandom and the Digital Public Sphere. Korean Journal of Communication, 1(1), 43-65. https://doi.org/10.1353/kjc.2024.a919649
Jenol, N. A. M., & Pazil, N. H. A. (2020). Escapism and motivation: Understanding K-pop fans well-being and identity. Geografia, 16(4), 336-347. https://doi.org/10.17576/geo-2020-1604-25
Kim, C. (2023). Fandom as New Transnational Political Actor: Evidence from BTS ARMY fandom. Doğu Asya Araştırmaları Dergisi, 6(12), 80-91. https://doi.org/10.59114/dasad.1282671
Kim, K. H., Rou, S. Y., Mujani, W. K., & Md Ariffin, M. F. B. (2023a). Impacts of the Korean Wave and the Conundrum of Malaysian Young Female Muslims. Asian Women, 39(3), 91-113. https://doi.org/10.14431/aw.2023.9.39.3.91
Kim, Y. (Ed.). (2023b). Introducing Korean popular culture. London and New York: Routledge.
Laffan, D. A. (2021). Positive psychosocial outcomes and fanship in K-pop fans: A social identity theory perspective. Psychological Reports, 124(5), 2272-2285. https://doi.org/10.1177/0033294120961524
Lee, H., Chae, M. S., & Lew, Y. K. (2020). The application of categorization and stereotype content theories to country of origin image: Vietnamese perceptions towards Korean wave brands. Asia Pacific Business Review, 26(3), 336-361. https://doi.org/10.1080/13602381.2019.1630199
Min, B. S. (2024). The K-pop industry: competitiveness and sustainability. International Journal of Cultural Policy, 1-17. https://doi.org/10.1080/10286632.2024.2366979
Mohd Jenol, N. A., & Ahmad Pazil, N. H. (2022). “I found my talent after I become a K-pop fan”: K-pop participatory culture unleashing talents among Malaysian youth. Cogent Social Sciences, 8(1), 2062914. https://doi.org/10.1080/23311886.2022.2062914
Nanda, L. D., & Tjahjani, J. (2024). PROSUMER BEHAVIOR OF THE ARMY FANDOM OF BTS IN INDONESIA AS A FORM OF NEW CONSUMERIST SOCIETY. International Review of Humanities Studies, 9(1), 19. https://doi.org/10.7454/irhs.v9i1.1286
Pearson, R. (2010). Fandom in the digital era. Popular communication, 8(1), 84-95. https://doi.org/10.1080/15405700903502346
Ranieses, J. J. (2024). From Fan to Founder: Exploring the Relationship between K-pop Fandom, Social Capital, and Entrepreneurial Intention. Review of Integrative Business and Economics Research, 13(2), 251-267.
Roslan, M. A. A., Murad, M. A. A., & Nasharuddin, N. A. (2024a). Hedonic Motivation and K-Pop Fandom: A Qualitative Observation and Analysis of Social Media Use. Journal of Techno-Social, 16(2), 48-57.
Roslan, M. A. A., Murad, M. A. A., & Nasharuddin, N. A. (2024b). Trust as the Key to Social Media Success in K-Pop Fandoms. Journal of Communication in Scientific Inquiry (JCSI), 6(2), 43-57.
Roslan, M. A. A., Murad, M. A. A., & Nasharuddin, N. A. (2025a). Exploring the Influence of Performance Expectancy on Social Media Usage among Korean Pop (K-pop) Fans: An Observational Qualitative Study. Sains Humanika, 17(2), 27-35.
Roslan, M. A. A., Nasharuddin, N. A., & Azmi Murad, M. A. (2024c). The impact of Hallyu globalization on attitudes and behavior of Malaysians. e-Journal of Media and Society (e-JOMS), 7(3), 122-145.
Roslan, M. A. A., Nasharuddin, N. A., & Murad, M. A. A. (2024d). Navigating the Digital Realm: The Role of Facilitating Conditions in Social Media Use Among Korean Pop (K-pop) Fans. Open International Journal of Informatics, 12(2), 13-23.
Roslan, M. A. A., Nasharuddin, N. A., & Murad, M. A. A. (2024e). The social media effect: How K-Pop fans are driven by social influence and community norms. Journal of Media and Information Warfare Vol, 17(2), 83-92.
Roslan, M. A. A., Nasharuddin, N. A., & Murad, M. A. A. (2024f). Understanding Technology Acceptance and Use in Social Media Platforms: A Systematic Literature Review and the Development of Research Framework. Journal of Social Computing, 5(3), 261-291.
Roslan, M. A. A., Nasharuddin, N. A., & Murad, M. A. A. (2025b). User Experience Matters: A Qualitative Exploration of Effort Expectancy and Behavioural Intention in Social Media Use Among Korean Pop (K-pop) Fans. Applied Information Technology And Computer Science, 6(1), 2407-2415.
Roslan, M. A. A. (2024). Reevaluating Price Value: Exploring Emotional and Social Motivations in K-pop Fans' Social Media Use. Advances in Humanities and Contemporary Studies, 5(3), 144-159.
Statista Research Department. (2024). Most followed K-pop artists on X (Twitter) South Korea 2024, by follower count. Retrieved November 8, 2024, from https://www.statista.com/statistics/1300863/south-korea-most-followed-kpop-acts-on-twitter-by-followers/
Sun, M. (2020). K-pop fan labor and an alternative creative industry: A case study of GOT7 Chinese fans. Global Media and China, 5(4), 389-406. https://doi.org/10.1177/2059436420954588
Sunyogita, S. (2024). Harnessing Cultural Soft Power: A Study of South Korea's Global Influence through the Korean Wave. Asian Journal of Language, Literature and Culture Studies, 7(2), 261-268.
Upham, F., Lee, J. H., & Park, S. Y. (2024). Audience reconstructed: social media interaction by BTS fans during live stream concerts. Frontiers in Psychology, 15, 1214930. https://doi.org/10.3389/fpsyg.2024.1214930
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478.
Williams, J. (2024). Screaming, Crying, Writing Up: Literary Music Journalism Books as a Legitimization of Contemporary Fangirl Practices. Popular Music and Society, 1-19. https://doi.org/10.1080/03007766.2024.2320597
Yang, T., Zhu, G., & Wu, F. (2024). Participate in Philanthropy for Idols or Society? Fans’ Social Media Practices, Dual Identity, and Civic Engagement in Chinese Online Fandom. Social Media+ Society, 10(2), 20563051241261290. https://doi.org/10.1177/20563051241261290
Yoon, S., & Nam, Y. (2024). Metaverse engagement and Korea travel intentions: Understanding affordances, presence, and place attachment among Brazilian ZEPETO users. Journal of Destination Marketing & Management, 31, 100865. https://doi.org/10.1016/j.jdmm.2024.100865
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Muhammad Amirul Asyraaf Roslan, Masrah Azrifah Azmi Murad, Nurul Amelina Nasharuddin
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Copyright of articles that appear in the journal belongs exclusively to Faculty of Information Science, Universiti Teknologi MARA (Publisher). This copyright covers the rights to reproduce the article, including reprints, electronic reproductions or any other reproductions of similar nature.
