1. I am Tweeting That!:
Understanding Fan Behavior on Twitter
Mukkamol Kaorop
A paper submitted to the Department of Psychology at
University of Southern California
In partial fulfillment of the requirements for the degree
Master of Science in Applied Psychology
May 15th
, 2015
Faculty Readers:
Dr. Catherine Neubauer
Dr. Ellen Leggett
2. Abstract
This study identifies the use of Twitter among Korean boy band fan club members in
Thailand through the lens of Uses and Gratification Approach (U&G). The study
further seeks to explore potential effects of the number of followers upon user
tweeting habits. A total of 68 online surveys, consisting of both quantitative and
qualitative questions such as Twitter uses, tweeted contents, and amount of time spent
on the platform as well as potential impact upon tweeted contents due to an increasing
number of followers were distributed. Findings indicated that Twitter is seen as a
unique Social Network Site with distinguished features that encourage social
interactions, communications, sharing of information as well as expressing of one’s
opinions through the platform’s convenience and accessibility. It was found that
Twitters’ uses vary with the number of followers, in that an increasing number of
followers leads to pressure and expectation for certain content while restricting one’s
expression of opinions. Business applications in relation to media planning and
Twitter use for corporations are discussed
Keywords: Twitter, Fandom, Uses and Gratification Approach, Fan Culture
3. Introduction
The rise of digital media today has significantly transformed individuals’
social interaction and overall media use. Media researchers have collectively
suggested that web-based media platforms, in particular, have enabled audiences to
become active content producers rather than passive consumers, the phenomenon
which inevitably challenged the existing structure of media (Gross, 2009). With the
rise of interactivity, media audiences have gradually moved towards the ‘producer’
role, defined by Bruns (2006) as “the collaborative and continuous building and
extending of existing content in pursuit of further improvement (p. 2)”. Within the
same framework, Jenkins (2007) further expanded that the ‘produsage’ activities can
be equated to fan activities in which individuals, bonded by common interests,
advanced to create digital content, shaped opinions and shared such information
among groups resulting in a greater self-consciousness about their shared interests.
This phenomenon has facilitated the development of several well-researched
topics in media psychology, one being fan culture, which relates to fans’ behavior,
motivations as well as expectations for media usage. Nevertheless, the changing
nature of the media landscape, which emphasizes ‘interactivity’, has prompted
curiosity in fans’ motivation and behavior with the mediated platforms.
Literature Review
Media is generally perceived as any modality of communication that occurs
between persons or groups; they are materials that hold and circulate information
within groups. In modern society, media effectively serves as a medium of
communication and connections through which individuals can participate in, while
having different objectives or motivations (New York Publisher Association, n.d.).
Prior to the advent of technology, particularly the Internet, by the 1900s a dominant
form of media evolved around print publications such as books, newspaper,
newsletter and billboards. Throughout the turn of the twentieth century, film and radio
entered the mass media landscape and remained popular by introducing audiences to a
real-time and motional media, which focuses on immediate experiences and
interactivity. These forms of traditional media are also known as old media,
4. articulated as a non-electronic form of expression and communication that existed
before the advent of technology and digitalization (New York Publisher Association,
n.d.). The defining concept of traditional media is defined by passive interactions
between media and the intended audience. Understandably, in print media, the
communication occurs in a linear route where the audience is merely a receiver of
information, with no control over the content nor the exposure. Consequently,
audiences are passively exposed to information in a pre-determined, ordered
consequences of information (Bezjian-Avery, Caldar and Iacobucci, 1998).
Notwithstanding, technology has revolutionized the media realm with a new
emphasis on a concept of interactivity, a central characteristic of new media. In
contrast to old media, new media refers to a non-linearity of communication in which
the audience assumes control over content and interactions (Bezjian-Avery, Caldar
and Iacobucci, 1998). Williams, Stover and Grant (1994) defined new media as
applications of microelectronics, computers, and telecommunications that offer new
services or enhancement of old media. For media consumers, new media grants users
greater choice and control (Pavik, 1998). New forms of media may include, but are
not limited to, the Internet, the World Wide Web, computer multimedia ,such as
computer hardware and software, video games and perhaps most popularly, Social
Network Sites (SNS). Through these platforms, audiences can control, interact and
manage order of information presentation, request or avoid unwanted information
while encouraging dialogues between manufactures and audiences which was not
possible with the traditional form of media (McMillan, 2006). Studies have
demonstrated high correlations between levels of interactivity and media involvement
in that higher interactivity led to more positive attitudes toward websites
(Kalyanaraman & Sundar 2003) and source credibility (Fogg, 2003).
In addition, Rust and Vaki explained that the interactive nature of new media
has brought audiences and marketers closer to a virtual marketplace where face-to-
face dialogues can occur in cyberspace (1996). It was further explained that new
media has significantly created and increased new forms of social interactions where
individuals spend more and more time communicating through the mediated-
platforms while expanding the pool of people they interact with, leading to new forms
of social influence in that users gain control and engagement with social media
content. At times, these processes can be involved and elaborate such as allowing
individuals to create their own online content (Hill & Moran, 2011). Research has
5. concluded that individuals increasingly seek and provide advice and information
online (Huang et al. 2009). At the same time, virtual information can have a direct
influence on purchasing decision-making (Weiss et al. 2008). With an increasing use
of new media, individual’s interactions within mediated platforms can no longer be
overlooked. Among numbers of mediated platforms available today, Social Network
Sites (SNS) are one of the most used with significant implications to marketing.
According to Boyd & Ellison (2008), Social Network Sites (SNS) refer to online
services that allow individuals to “(1) construct a public or semi-public profile within
a bounded system, (2) articulate a list of other users with whom they share a
connection, and (3) view and traverse their list of connections and those made by
others within the system” (p. 211). Today, SNS have moved beyond web-based
activities to mobile applications and other media platforms. It has been proposed that
micro-blogging technology, such as Twitter, has demonstrated considerable success
companies’ marketing. With worldwide popularity, by February 2014, The Nielsen
Company reported that 32 million people use Twitter on computers, 31 million on
applications and 56 million on smartphone browsers with the average time spent on
each ranging from 11-36 minutes per day (Nielsen, 2014). Nevertheless, it is
predicted that an increasing ownership of mobile devices will encourage the higher
use of Twitter in which monthly active user to date exceed 271 million (Nielsen
Company, 2014). Such a phenomenal figure prompts questions concerning the
psychological effects upon Twitter users from overly participating in the social media.
Twitter is a form of micro-blogging technology established within a general
group of social media (Kaplan & Haenlein, 2011). It is an application that allows
users to post real-time expressions in 140 characters text messages or tweet to their
network of followers. Users can choose to follow persons or accounts of their interests
in their stream while interacting with them via mentioning; using an assigned symbol
- @. A unique retweet (RT) feature allows users to post the selected tweets to the their
own followers’ timeline. Additionally, users can also post photos or short video to
their Twitter timeline. While these activities occur on public timeline, users can also
initiate private conversations by sending direct messages (DM) to other users.
According to Kaplan and Haenlein (2011), Twitter possesses three
characteristics that help establish marketing platforms including the creation of
ambient awareness, push-pull communication and virtual exhibitionism and
6. voyeurism. In terms of awareness creation, Twitter creates digital intimacy among
users and followers by reducing physical distance while increasing the level of social
presence by using Twitter itself. The platform allows the users to connect and
maintain their sense of awareness regardless of physical locations. Further, Twitter’s
timeline allows a push-pull communication through regular tweets and replies. In
this way, users’ tweets are automatically presented onto the timeline’s of their
followers. Such tweets can similarly be cascaded to other users’ networks by the RT
feature. Finally, Twitter forms an ideal environment for the user to express their
opinions and preferences through self-presentation and self-disclosure. For instance,
people tweet publicly about their feelings or opinions about certain topics. The
information consequently illustrates self-presentation and personal disclosure.
With these characteristics, Kaplan and Haenlein (2011) explained that
companies such as Dell, Starbucks and many more have been using Twitter as a
platform to listen to consumers’ views prior to product launch so as to predict,
manage and meet consumer expectations. Twitter also helps companies reinforce their
immediate messages in order to be promptly received (e.g., special promotion and
product recalls). Most importantly, Twitter serves as an effective customer
relationship management platform in which companies can systematically identify
complaints and manage such accordingly.
Additionally, another important function that Twitter offers is a form of
electronic word of mouth (eWOM), which has been part of many companies’
marketing strategies. Jansen, Zhang, Sobel, and Chowdury (2009) explained that
consumers use Twitter mostly for asking questions, expressing opinions and seeking
information about brands. Additionally, companies use twitter for brand and customer
relationship management. Finally, in terms of the communication pattern, it is
reported that users with a smaller number of followers develop a tight relationship
with varying interactions. Users with more followers, on the other hand, appear to be
more passive, engaging in fewer interactions with users.
In addition, even in an online social space, such as Twitter, continuous
interactions between Twitter users and their audiences exist and are fostered. As
Marvick and Boyd (2012) have described in their study, Twitter users employ
different strategies in targeting followers while maintaining users’ authenticity of
identity. According to the authors, all social media users have an imagined audience –
an online audience who the users believe they have developed a relationship with.
7. However, these audiences might be significantly different from the actual ones. The
findings indicate that Twitter users see Twitter as their personal space and audience’s
reactions to their expression do not matter. The users maintain authenticity of self-
identity by avoiding interactions with their followers. Additionally, it was reported
that the users’ tweets cover a wide range of topics to target different types of
audiences. Twitter users are reported to conceptualize their audience as an ideal-
person or an imaginary interested third party who share the same interests and
appreciate their work. According to the collected data, audiences can be categorized
into three different types as follows:
Table 1. Three types of audiences classified by Marvick and Boyd (2011).
Similarly, Gurzd, Wellman and Takhteyv (2011) explained that interactions on
Twitter are facilitated through the imagined community where users exhibit virtual
settlement characteristics with a sense of community. It was explained that Twitter
users cluster or form groups based on their interests and mutual connections while
influencing each other’s behavior. This imagined community similarly shares
information and emotional connection as prior research has found.
Along the same line with the idea of online community and relationships
formed in the virtual world, media research had long been interested in the
psychological gains derived from participating in media. Among theories within the
field, the Uses and Gratifications (U&G) approach specifically examines consumers’
motivations and needs to use media. Katz (1959) explained that research pertaining to
the U&G approach began to expand and widely reflect perspectives around the mid
20th
century. Instead of focusing on how media impacts users Blumer and Katz
(1974), began to investigate people’s interactions with media and how media
platforms are used. Swanson (1992) further explained that this approach seeks to
Type of audience Characteristics
The writer’s audience
Imagined audiences formed by textual cues.
They are adapted to the writer’s expectations.
Broadcast audience An unidentifiable passive mass audience
Networked audience
A combination between writer and broadcast’s
audience consisting of real and potential viewers who
share personal’s connections with the writers.
8. analyze the users’ motivations for participating in mass media in order to understand
media exposure and effect. This approach is fundamentally different from the
previous literature in that it focuses on the users’ interactivity and control over content
received. Accordingly, users are no longer passively absorbing the messages. On the
other hand, the U&G approach empowers users to selectively impart messages and
content that they want to interact with.
With this user-oriented approach to media use, Blumber and Katz (1974)
expanded the understandings of the U&G approach even further by proposing that
user’s content selection and media usage reflect their personal needs in that users will
choose to interact only with media that can satisfy their needs. Hence, media usage is
varied from user to user. Nonetheless, Papachrissi and Rubin (2000) proposed that
under U&G approach, audience interact with media mainly for five reasons including
Interpersonal Utility, Passtime, Information Seeking, Convenience and Entertainment.
Under the U&G approach, the concept of ‘media utility’ similarly yields to
understanding user’s motivations. The theory supports that users are not only
selective in terms of media use, they also develop a framework in assessing utilities of
the chosen media which can be classified into two categories including personal and
social utilities (Barton, 2009). With the emergence of new media, the literature review
on U&G approach has classified the concept of gratifications into ‘gratification
sought and gratification gained’ (Kink & Hess, 2008). It was proposed that user’s
assumed gratifications could be different from what they actually gained after
participating in the chosen media. Existing research has concurrently demonstrated
that gratifications gain and expectation being met serve a better predictor of a repeat
use of media (Palmgreen & Rayburn, 1979).
Since the nature of the interactive media differentiates itself from other forms
of traditional media, user’s needs and motivations to participate in social media then
differ accordingly. Whiting and Williams have (2013) then identified uses and
gratifications of social media including Social Interaction, Information Seeking, Pass
time, Entertainment, Relaxation, Communicatory Utility, Convenience Utility,
Expressions of Opinion, Information Sharing and Surveillance/knowledge about
others. Moreover, Chen (2011) specifically looked at Twitter use proposing that
Twitter serves as a platform to satisfy the users’ need to belong and to affiliate. The
author contended that active Twitter users use this social media technology to connect
and to feel the sense of belonging within the community. It was argued that those
9. needs force individuals to seek a medium that can gratify such needs. Chen (2011)
explained that media use like Twitter serves as a process gratification in which the
user gains value from experiencing or being part of the communication process.
The existing literature review has shed light on understanding Twitter users
interactions and relationships with their audience, while exploring their motivations
through the Uses and Gratifications approach. However, the literature has yet
adequately explored the underlying motivations of fan club members in using this
media platforms and how such behavior can be leveraged to increase engagement
between brands and consumers. Fan club members are a particular group of Twitter
users, which traditionally plays an important role in voluntary marketing and creating
awareness for their preferred brands. Yet it is undeniable that the interactive nature of
new media has increased their power and influence in the platform. Corresponding to
the fan phenomenon on mediated platforms, this present research aims to explore the
use of Twitter among Korean boy band fan club members through the U&G
approach. The study seeks to explore potential effects upon Twitter users due to their
number of followers, while at the same time, identifying kinds of information that are
being passed around the mediated fan communities. The underlying hypothesis is that
an increasing number of Twitter followers would impact uses and self-presentation of
users by creating pressures on content being posted and expressions of one’s opinions
on certain topics.
Methods
To explore the proposed questions, a list of survey questions reflecting Whiting and
Williams (2013)’s U&G framework on social media was developed with approval
from the Institutional Review Board (ID #UP-15-00116, see Appendix A). This
section provides research protocol that explains subject recruitment, research design
and results assessment.
Participants: Participants for this survey were randomly selected based on their
number of followers on their Twitter account. The researcher preliminarily identified
Thai TVXQ! fan club members who are active on Twitter. The researcher then
separated participants into three groups based on their number of followers (e.g., 0-
100, 100-1,000 and 1,000-10,000) as previously identified by Sysomos (2014) as a
base range of followers of all active Twitter users to date. Subsequently, a Qualtrics
10. link to an online survey was distributed via personal Twitter account with an active
RT help from Twitter sensationalists and influencers in fan culture. The survey was
translated into Thai and was made available in both Thai and English.
A total of 68 surveys were completed, response rate which equate 37% from invalid
73 completed and 198 surveys started. A total number of participants equate to the
number of survey completed, that is 68 Korean fan club members, 61 of whom are
from Thailand and the remaining 7 from other Southeast Asian countries. Information
on age and gender were not solicited from the participants. However, it is assumed
that 100% of them are female since it has been suggested by Jenkins (1992) that
media fans are feminized.
Research Design: After informed consent was obtained, an online survey which listed
both qualitative and quantitative questions to the identified fans, was distributed. Each
question was designed to elicit responses that reflect ten U&G themes proposed by
Whiting and Williams (2013). Questions are reverent to Twitter use such as reasons
of for using the platform, opinions on Twitter efficiency, perception and expectations
toward their followers, information being shared.
Results Assessment: The quantitative data was collected and analyzed by using the
Statistical Package for the Social Science (SPSS) program. Several tests including a
one way ANOVA, crosstabulations and frequency tests were performed. For the
qualitative data, comments answered for 8 open-ended questions were integrated into
a master data matrix. Each comment was then reviewed and classified into groups
based on Whiting and Williams (2013)’s framework while looking to explore new
uses of Twitter and how the number of followers affects such usage.
Question Discussion
Based on the previous study conducted by Whiting and Williams (2013) the
following ten recurring themes concerning the U&G approach in relation to social
media use include:
Social interaction: in a social media context, social interaction is defined as a
socialization process through media platforms. It is argued that these platforms allow
11. users to interact and keep up with what’s going on in their other people lives. Users
also reported using social media as a means to connect with people who they don't
regularly meet in person such as friends and family who live elsewhere.
Information seeking: social media is similarly used to seek out information such as
sales, products, events and business matter. These platforms are seen as a credible
source of electronic Word of Mouth (eWOM). In addition, users use the platform to
educate themselves on certain topics such as how-to learning or solving math
problems.
Passtime: users expressed using social media when they are bored or have idle time.
Respondents in Whiting and Williams’ (2013) study reported using these platforms to
pass time during school or work hours and when they have nothing to do.
Entertainment: social media is also seen as a source of entertainment for many users
where they can engage in fun activities such as playing games with friends, listening
to music and watching videos. Users reportedly seek humorous and comical content
on social media.
Relaxation: numbers of users find social media use as relaxing and stress relieving in
that browsing through these platforms requires no mental process. Users reported that
social media helps them escape from reality and stress in the real world.
Communicatory utility: participating in social media platform brings topics of
conversations to the users in which they can share and catch up with one another.
Users reported that social media gives them something to talk about with friends
either gossip or latest news.
Convenience utility: it was suggested that social media is convenient for use in that
the platforms are readily available with no time constraint. Similarly, these platforms
allow users to communicate with more than one person at a time.
Expressions of opinions: in addition to the Uses and Gratifications Approach
identified by Blumer and Katz (1974), Whiting and Williams (2013) found that
individuals use social media to express opinions and thoughts by making comments,
liking posts or sharing photos. Users reported that social media allows them to
12. express their emotions and thoughts freely.
Information sharing: unlike information seeking, information sharing is defined as an
act of sharing personal information with others such as posting updates and sharing
photos. The interactive nature of social media enables users to communicate and
engage in two-way communication that effectively stimulates the information-sharing
process.
Surveillance/knowledge about others: finally, social media allows users to see what
others are doing and survey them without their knowledge.
Results
Analyses focused on the participant’ use of Twitter in relation to the ten
themes of U&G framework proposed by Whiting and Williams (2013). The
underlying hypotheses were that the increasing number of Twitter followers would
alter the usage and tweeting behavior among users with increasing expectation and
pressure to express selective content. To test these hypotheses, a total of 68
quantitative responses (N=68) were analyzed using SPSS, with different tests
including a one-way ANOVA, crosstabulations and frequency tests.
All responses were first classified into three groups according to their number
of followers ranging from 0-100 (M=37.53; SD=28.555), 100-1,000 (M=279.39;
SD=149.747) and 1,000-10,000 and above (M=6332.25; SD=14683.513) (see Figure
1 below for breakdowns of responses). Next, a one-way ANOVA was conducted in
order to compare the effect of number of Twitter followers on the roles and Twitter
uses among Korean boy band fan club members. The results indicated that there was a
significant effect of the number of Twitter followers on the Twitter uses among the
user at the p<.05 level for the three themes Social Interaction [F(2,65)=4.337,
p=0.17], Passtime [F(2,65)=2.638, p=0.79], Communicatory Utilities [F(2,65)=4.446,
p=0.15] and Expressing of Opinions [F (2,65)=2.418, p=0.97]. This means that the
reported responses are not due to chance and can be generalized to a larger
population.
13. Figure 1. Participant Breakdown by Number of Follower
Further, crosstabulations were performed within each group against each of
the survey questions (see Appendix C for a complete survey in English). This allowed
for an examination of differences in Twitter use among each group of users and for
investigation of impact on Twitter use resulted from the number of followers. In line
with the one-way ANOVA results, crosstabulation analysis found statistical
significance in three U&G themes including Pass time, Relaxation and
Communication Utilities, p < .05, in all cases as illustrated in figures below.
Figure 2. Statistical Significance Finding on Pass time
14. Figure 3. Statistical Significance Finding on Relaxation
Figure 4. Statistical Significance Finding on Communicatory Utilities
Finally, a frequency test was performed for all questions to examine the
recurring response pattern. Results indicated that, among themes described within the
U&G framework, all three groups of users regardless of the number of followers
agree that Twitter is an effective platform for Social Interaction, Information Seeking,
Relaxation, Expression of Opinions, Surveillance and Information Sharing.
As for qualitative data, all responses were first congregated into a master data
matrix, and then classified into three groups of responses according to the reported
number of Twitter followers. Each group of responses was repeatedly reviewed in an
alignment within the U&G framework and survey questions while looking to explore
tangential Twitter use and tweeting behavior.
15. Running head: Fandom Meets Twitter
The responses informed consistent findings to that of the quantitative analysis
in terms of Twitter use such Social Interaction, Information Seeking, Communication
Utilities, Convenience Utilities, Pass time and Entertainment. Nevertheless,
qualitative responses repeatedly emphasized concerns on credibility of information
and conscious consumption of content on Twitter. Further, Figure 2 below indicates
that the number of followers affects their Twitter use and content being shared on the
platform as well as the time spent on the Twitter.
Figure 5. Average number of Hour spent on Twitter with Number of Daily Tweets
Discussion
This study looked at the effect of Twitter followers upon specific Twitter
usage and tweeting habits. Findings supported the hypotheses in which the increasing
number of Twitter followers would impact uses and self-presentation of Twitter users.
It was hypothesized that users would feel a certain level of pressure and expectations
towards tweeted content while refraining from expressing certain opinions. Based on
the ten U&G themes previously discussed in context of social media (Whiting and
Williams, 2013), the current study contributes the following insights.
Social interaction. Regardless of the number of followers, with statistical
significance, each group of users agrees that Twitter is seen as an effective platform
for social interactions where they can meet and make new friends. However, the
respondents are unsure of whether these interactions will lead to long-term
relationships.
16. Running head: Fandom Meets Twitter
Information seeking. Respondents from all three groups, again, express that Twitter’s
unique features in terms of freedom to follow any account, the 140 word limit along
with the fluid flow of information on the manageable timeline makes it easy for users
to seek information, particularly about their favorite bands. All respondents express
strongly that Twitter keeps them constantly updated on the current news. Though the
second group of respondents (with 100-1,000 followers) reported to rely on other
social media platforms such as Facebook, Instagram to access the information, the
remaining groups of respondents see Twitter as the most efficient and user-friendly
platform. However, respondents across all groups concurrently express doubts on the
credibility of information found on Twitter.
Passtime. With statistical significance reported, users across all three groups strongly
agree that they use Twitter to occupy their idle time or when they are bored.
Nevertheless, the reported hours of Twitter use indicates that time spent on the
platform increases as the number of followers climbs. The qualitative data suggests
that Twitter serves animmediate and quick getaway for users when faced with the
humdrum of daily routine.
Entertainment. In terms of enjoyment, all three groups of users agree that Twitter is
an entertaining platform with a variety of information from humorous tweets,
beautiful photos to meaningful quotes of the day. However, it is interesting to note
that users with higher number of followers find Twitter ‘very’ entertaining and fun,
indicating more pleasure and gratification gained from the engagement.
Relaxation. Similar to other themes, users across all groups agree that Twitter helps
them relax and relieves stress. Users express that content found on Twitter is relaxing.
Communicatory utility. In terms of communication, both quantitative and qualitative
data from all three groups of users illustrate with statistical significance that Twitter
helps users maintain communication with other fan club members. Users report to
also use the platform to communicate in other manners (i.e. providing and sharing
information as well as expressing opinions). Again, Twitter’s unique features allow
users to instantly and efficiently make or maintain the communication.
17. Running head: Fandom Meets Twitter
Convenience utility. As expected, users strongly and concurrently express that Twitter
possess crucial convenient features, which differentiates the platform from other
social media platforms. Characteristics mentioned include real-time communication,
user-friendly interface, freedom of choosing accounts to follow and concise chunk
with variety of information. However, with these conveniences, the first (0-100
follower) and second group of user (100-1,000 follower) are unsure whether their
lives are easier with Twitter whereas users with a higher number of followers (1,000-
10,000 and above) endorse the feature without doubts.
Expressions of opinions. With statistical significance reported, all three groups of
users agree to use Twitter to express opinions and thoughts. The qualitative data
additionally reveals an act of ‘talking to oneself’ and ‘venting it out’ across three
groups of users. Here, it appears that Twitter serves as an online outlet for users to
talk about their feelings and what is on their mind. Nevertheless, it was found that the
number of follower affected the information sharing process in that users are more
conscious and pressurized when their number of followers increases while trying to
avoid potential conflicts and misunderstandings. Consequently, users across all
groups cast doubts on the truthfulness of opinions expressed on Twitter.
Information sharing: Users across three groups express that although they are not too
comfortable with sharing personal information, they do share personal information on
Twitter from time to time. Such information may include their likes and dislikes
toward certain topics and their stand on polarized issues.
Surveillance/knowledge about others: Regardless of their number of followers, users
express that Twitter helps them spy on others without their acknowledgement. The
aim here is to keep up with what is going on and secretly watch others.
To ensure accurate explanations, the qualitative data indicates that, with an
increasing number of followers, users are consequently aware of pressure and
expectation towards information being sharing shared on Twitter. 81% of the
respondents with 1,000-10,000 followers and above express that they need to think-
twice before tweeting any sensitive content due to a larger audience, which would
lead to quicker spreadability through RT. It was found that their tweeted content is
18. Running head: Fandom Meets Twitter
consequently prone to misinterpretation and false accusation, hence, they need to be
careful and verify their content before tweeting. Perhaps unsurprisingly, fan club
members use Twitter mainly to share information about their favorite bands. The
findings indicate that such information is often relevant, humorous and truthful.
Limitations
With the exploratory nature of this research, there were several limitations
identified. First, although the study examines Twitter use and tweeting behavior
among fan club members, 87% of the sample is Thai. This raises a question of
generalizability to a different context, in particular, a Western fandom culture where
fan behavioral patterns, motivations and expectations might differ. Notwithstanding,
this problem can be improved by expanding the sample size to include fan club
members from Western fandom. In addition, the qualitative part of this study solicits
the number of daily tweets posted by the user, these tweets should be further
distinguished between RT tweets or posted tweets since the act of posting tweets and
RT are relatively different. Finally, even though majority of participants in fan culture
are female, tweeting behavior of male fan club members should also be examined in
order to identify similarities or differences, if any.
Applications
Contributing to the extant studies in media psychology, the current research
ascertains that the spreadability of content shared on Twitter should be relevant,
interesting, concise, entertaining and humorous. Consequently, companies should
design brand messages accordingly to ensure continuous sharing process among
Twitter users. Findings indicate that users are utilizing this platform to seek and share
information relevant to their brand. However, timing of content tweeted should be
carefully designed since the flow of information on Twitter is fluid. Companies
should then be aware of their customer’s specific time spent on Twitter so that brand
messages can be promoted promptly.
Though findings support that Twitter is seen as an effective platform of
information sharing, concerns on credibility and a spread of false information are of
high importance. Taking these issues into account, companies should provide
information that reassures customers with credibility and trustworthiness of content.
19. Running head: Fandom Meets Twitter
This study found that users highly value uniqueness and function of Twitter. Amongst
numbers of social media platforms today, Twitter is recognized as a convenient, fast,
user-friendly and efficient means of communication. Companies should singularly
utilize this unique 140-word micro-blogging technology so as to leverage their
business branding and marketing. Corporate media planning and online marketing
strategy should consequently be designed specifically for Twitter.
As important, this research investigated the tweeting behavior of fan club
members, passionate and loyal consumers with strong attachments to the chosen
brand. With an expanding body of research being done in relation to fan behavior and
motivation, parallel research on their behavior on mediated platforms can provide
holistic understandings to marketers, in particular, when SNS are an important vehicle
to information used by fans. Fan club members are seen and labeled as many things;
they are kids going through secondary attachment formation process, they are
irrational individuals with uncontrollable passion or they are adults with
uncompensated desires for romantics. While these maybe true, it is also crucial to
understand that fans are also end consumers, the driving force of brand awareness, the
non-marketing source of information that effectively blurs the line of information
credibility. Fandom may seem nonsense to much of the general public, but it is
definitely not in the eye of business and marketers.
Conclusion
The current study looks at the uses and potential effects upon Twitter users
due to the number of followers among Korean boy band fan club members through
ten uses and gratifications for social media as identified by Whiting and Williams
(2013). Findings from this study contribute to the existing literature in media
psychology, specifically within the U&G framework.
Results illustrate that Twitter is seen as a unique social network site with
distinguished features that encourage interaction, communication, sharing of
information as well as expressing of opinions through the platform’s convenience and
effective accessibility. Within Korean boy band fan culture in Thailand, apart from
the above-mentioned themes, Twitter is also an instant online emotional-outlet where
users express opinions and thoughts.
20. Running head: Fandom Meets Twitter
As hypothesized, the number of followers does have an impact upon the uses
and gratifications of Twitter and tweeting habits. Users with a higher number of
followers are aware of expectations and pressures upon their tweeted content, and
they reported to spend more time and heavily enjoy the platform. Nevertheless,
concerns for the credibility of information is prevalent. Social media strategies
should, therefore, be, designed so as to take into account these concerns.
21. Running head: Fandom Meets Twitter
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24. Running head: Fandom Meets Twitter
Appendix A
Approved Informed Consent in English
25. Running head: Fandom Meets Twitter
University of Southern California
Department of Psychology
SGM 501 3620 South McClintock Avenue, LA, CA 90089-2203
(INFORMATION/FACTS SHEET FOR EXEMPT NON-MEDICAL RESEARCH
Understanding Twitter and Fan Behavior
You are invited to participate in a research study conducted by Mukkamol Kaorop under the
supervision of Dr Ellen Leggett at the University of Southern California because you are a
Twitter user who identifies as a fan club member of TVXQ! and is aged 18 and up. Research
studies include only people who voluntarily choose to take part. This document explains
information about this study. You should ask questions about anything that is unclear to you.
PURPOSE OF THE STUDY
This research study aims to understand how fan club members use Twitter and whether the
number of follower affects the usage.
PARTICIPANT INVOLVEMENT
If you agree to take part in this study, you will be asked to participate in a 15-20 minutes
online survey. You do not have to answer any questions you don’t want to and can end the
survey anytime you want.
CONFIDENTIALITY
There will be no identifiable information obtained in connection with this study. Your real
name and address will not be collected. Only Twitter username and number of follower will
be collected for the investigator’s reference to data analysis.
The anonymous data will be stored on a password protected computer and retained by the
investigator for future research. If you do not want your data used in future studies, you
should not participate.
INVESTIGATOR CONTACT INFORMATION
If you have any questions or concerns about the research, please feel free to contact Principle
Investigator Mukkamol Kaorop via e-mail at kaorop@usc.edu or phone at (424) 558-7795.
IRB CONTACT INFORMATION
If you have questions, concerns, or complaints about your rights as a research participant or
the research in general and are unable to contact the research team, or if you want to talk to
someone independent of the research team, please contact the University Park Institutional
Review Board, 3720 South Flower Street #301, Los Angeles, CA 90089-0702, (213) 821-
5272 or upirb@usc.edu
Last edits made on: 3/2/2015 – Information Sheet for Exempt Applications
UPIRB#: UP-15-0011
29. Running head: Fandom Meets Twitter
Informed consent: This research study aims to understand how TVXQ!’s fan club members use
Twitter and whether the number of follower affects such usage. If you agree to take part in this study,
you will be completing the following survey should take around 20 minutes. You do not have to
answer any questions you don’t want to and can stop the survey anytime you want.
User Name: @XXX
Number of Twitter followers: XXX
Joined Twitter: MM/DD/YY
INTRODUCTION
Section I: Direction: for the first section, please elaborate your responses to the following
questions in a descriptive manner
1. Do you like to use twitter? Why?
2. What do you do usually use twitter for? (i.e. chat with friends, keep updated or when you
are bored)
3. On average, how many hours per day do you use twitter? Can you gauge your number of
tweets per day?
BODY I – 10 U&G THEMES IN SOCIAL MEDIA
Section II: Direction: Please rank your responses to the following questions on a scale of 1
to 5, with 5 being strongly agree, 4 agree, 3 neutral, 2 disagree and 1 strongly disagree
1. Social interaction
1. Twitter helps me meet or make new friends with fan club members.
1 2 3 4 5
2. Relationships built on Twitter can be sustained long term.
1 2 3 4 5
2. Information seeking
1) I always use Twitter to find news/updates about TVXQ!.
1 2 3 4 5
2) I think Twitter is an effective platform to keep me updated about TVXQ!’s latest
news.
1 2 3 4 5
3) I rely on other sources of information to update about TVXQ!’s latest news.
1 2 3 4 5
4) I think information found in Twitter is useful.
1 2 3 4 5
30. Running head: Fandom Meets Twitter
3. Pass time
1) I use Twitter when I am bored or when I have nothing to do.
1 2 3 4 5
2) I use Twitter in my free time.
1 2 3 4 5
4. Entertainment
1) I Twitter is fun.
1 2 3 4 5
2) Interactions in Twitter make me feel good.
1 2 3 4 5
5. Relaxation
1) I think Twitter helps me relax (e.g. relieve stress).
1 2 3 4 5
2) I find contents in Twitter relaxing.
1 2 3 4 5
6. Communicatory utility
1) Twitter helps me maintain communication with other TVXQ! fans.
1 2 3 4 5
2) I use Twitter to provide/share information about TVXQ! with other fans.
1 2 3 4 5
3) I think Twitter makes it easy to communicate.
1 2 3 4 5
7. Convenience utility
1) Twitter makes my life easier.
1 2 3 4 5
8. Expressing opinions
1) I think Twitter helps me express opinions and thoughts.
1 2 3 4 5
2) I think opinions expressed in Twitter are truthful.
31. Running head: Fandom Meets Twitter
1 2 3 4 5
9. Surveillance/knowledge about others
1) Twitter helps me spy on people around me.
1 2 3 4 5
2) Twitter helps me keep up with what other fans are doing without them knowing.
1 2 3 4 5
10. Information sharing
1) I use twitter to share information about myself (e.g. my likes and dislikes, my stand
on certain topics).
1 2 3 4 5
2) I am comfortable in sharing my own information in Twitter.
1 2 3 4 5
SELF-PRESENTATION QUESTIONS
Section III: Direction: for this section, please elaborate your responses to the following
questions in a descriptive manner
1. Do you think the number of followers affect your tweeting habits? (i.e. do you feel
pressured to tweet for the crowd regardless of your personal interest?). Please explain.
2. Do you think your followers expect you to tweet certain contents? Please explain.
ENDING QUESTIONS
Section IV: Direction: for this last section, please elaborate your responses to the following
questions in a descriptive manner
1. What kind of information do you share in Twitter?
2. Does it bother you that TVXQ! does not have a Twitter account?
3. Do you have any final thoughts on Twitter?
THANK YOU VERY MUCH FOR YOUR TIME AND KIND SUPPORT
37. Running head: Fandom Meets Twitter
Appendix E
Descriptive Results of a One-Way ANOVA Analysis
38. Running head: Fandom Meets Twitter
0-100 100-1000
1000-10000 and
more
Total 0-100 100-1000
1000-10000
and more
Total
1
1 19 33 16 68 3.95 3.94 4.75 4.13
No.
Mean
Social Interaction
N
Question
Twitter helps me meet or make new friends with fan
club members
1 19 33 16 68 0.58 0.683 3.13 3.12
Relationships built on Twitter can be sustained long
term
2
2
I always use Twitter to find news/updates about my
favourite band
19 33 16 68 4.32 4.64 4.63 4.54
2 I think Twitter is an effective platform to keep me 19 33 16 68 4.42 4.33 4.44 4.38
2
I rely on other sources of information to update about
my favourite band!’s latest news
19 33 16 68 3.84 3.52 3.25 3.54
2 I think information found in Twitter is useful 19 33 16 68 3.11 3.3 3.31 3.25
3
3
I use Twitter when I am bored or when I have nothing
to do
19 33 16 68 3.79 4.15 4.13 4.04
3 I use Twitter in my free time 19 33 16 68 4.36 4.24 4.31 4.1
4
4 I think Twitter is fun 19 33 16 68 4 4.15 4.38 4.16
4 Interactions in Twitter make me feel good 19 33 16 68 3.47 3.76 3.69 3.66
5
5 I think Twitter helps me relax (e.g. relieve stress) 19 32 16 68 4 3.91 3.8 3.91
5 I find contents in Twitter relaxing 19 32 16 67 3.58 3.72 3.75 3.69
6
6
Twitter helps me maintain communication with other
fans
19 33 16 68 4 4.09 4.56 4.18
6
I use Twitter to provide/share information about my
favourite band with other fans
19 33 16 68 3.95 4.3 4.75 4.31
6 I think Twitter makes it easy to communicate 19 33 16 68 4.26 4.27 4.5 4.32
7
Twitter makes my life easier 19 33 16 68 3.21 3.52 3.5 3.43
8
8 I think Twitter helps me express opinions and thoughts 19 33 16 68 3.84 3.88 3.81 3.85
8
Expressing Opinions-I think opinions expressed in
Twitter are truthful.
19 33 16 68 3.05 3.3 2.81 3.12
9
9 Twitter helps me spy on people around me 19 33 16 68 3.58 3.85 3.88 3.78
9
Twitter helps me keep up with what other fans are
doing without them knowing
19 33 16 68 3.74 3.7 4.06 3.79
10
I use twitter to share information about myself (e.g. my
likes and dislikes, my stand on certain topics)
18 33 16 67 3.78 3.73 4.31 3.88
I am comfortable in sharing my own information in
Twitter
18 33 16 67 2.89 2.91 2.69 2.85
Surveillance/knowledge about others
Information Sharing
Information Seeking
Passtime
Entertainment
Relaxation
Communicatory Utilities
Convenience Utilities
Expressing Opinions
