Investigação do Fã sob a Perspectiva do Consumo: uma análise sistemática da produção internacional de marketing

Purpose: To analyze how fans are investigated in international scientific production in the Marketing field.Methods: Bibliographic research was carried out. The data were collected from the main Marketing journals ranked in the Scimago Journal & Country Rank. The qualitative strategy of Interpretive Content Analysis was adopted for the investigation of the corpus through codification and categorization of the meanings of the data and subsequent identification of the conceptual relations between the established categories.Findings: The research analyzed how the academic production of Marketing reverberates, conceptualizes, approaches, and relates meanings about fans. Results point to four dimensions of meanings about this consumer, which is being perceived as: Productive, when they produce content and social interactions; Communal, when they act from a collective perspective; Sentimental, by revealing an entertainment consumer's identity in which several factors influence their behavior, including at an emotional level; and Critical, when they evaluate what they consume.Originality: The study allowed a better understanding of the fan in the scientific panorama of the Marketing field, elucidating the existence of identity relations portrayed in the literature and contributing to the endorsement of new research that uses or transcends the presented concepts.