Mediating Intimacy: The K-pop Industry’s Commercialization of Parasocial Relationship Between Adolescent Filipino Fans and Their Male Idols Via Weverse Application

Author Information

Christopher Bryan Concha, De La Salle University, Philippines
Anna Francesca Sauz, De La Salle University, Philippines
Julia Adamos, De La Salle University, Philippines
Clara Antonette Nicdao, De La Salle University, Philippines
Ma. Francheska Quia, De La Salle University, Philippines

Abstract

The prevalence of the K-pop industry’s globalization has risen over the years, using the digital age as a way to expand its business presence in the market. Understanding the factors that influence the consumption patterns and parasocial relationships fans experience will bring awareness to the danger and possible causes of being overly invested in the K-pop industry’s capitalization. However, research about the Weverse app as a medium for capitalizing on parasocial relationships among adolescent Filipino K-pop fans is limited. The main objective of this study is to investigate the perception of adolescent Filipino K-pop fans on parasocial relationships and how it influences consumption in the Weverse app. Data were gathered through a Focus Group Discussion and analyzed by identifying recurring themes among the participants’ answers guided by Parasocial Theory, Affective Economies, and three domains of the Consumer Culture Theory. Findings revealed exclusive content, fan-idol interactions, and membership benefits influence fans’ emotional and financial investments. Fan service applications such as the Weverse app can foster and capitalize on parasocial relationships. While some fans acknowledge that fan-idol interactions are an idol’s work, their emotional attachment remains a significant motivator for app consumption. Additionally, fans’ perspectives on parasocial relationships varied from full one-sided relationships to a belief of mutual acknowledgment through fandom identity. The findings suggest that the exclusivity the Weverse app offers impacts consumer behavior, affecting fans’ willingness to consume from the app. Thus, to be financially responsible consumers, fans should be aware of the extent of their emotional investment towards idols.

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