Fandom Management Strategies for the K-Content Industry

Purpose - Based on several keywords, this study proposes three specific strategies and action plans to manage the K-content fandom. Design/Methodology/Approach - With the revitalization of the K-content industry becoming a major strategy for increasing national competitiveness in Korea, this study proposes specific strategies to manage the fandom from three perspectives for the growth and development of the K-content industry. These are not macro strategies, but micro strategies that focus on specific areas. Findings - First, misinformation should be managed in the process of communication with the fandom. This requires developing the political, social, and cultural sensitivity of artists, sharing visions and values to ensure consistency in the messages delivered, and supporting fandoms to establish a system to respond to misinformation. Second, the mental health of artists should be managed by their agencies. Because the psychological well-being of the artists is a major concern for the fandom now, agencies should provide professional counseling or therapy services while creating an environment that prevents exposure to verbal abuse and invasions of privacy. Third, K-content agencies should manage the leadership brand of their companies. Through the establishment of a leadership brand customized to the fandom, a positive corporate image and rapport with the fandom based on understanding and empathy should be formed. Finally, this study provides suggestions for further research on fandom management. Research Implications - This study aims to contribute to the sustainable growth of the K-content industry by specifically presenting strategies that entertainment companies can take in the process of fandom management.