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Co-constructing Loyalty in an Era of Digital Music Fandom: An Experiential- Discursive Perspective

Obiegbu, J.; Larsen, G.; Ellis, N.; O'Reilly, D.

Co-constructing Loyalty in an Era of Digital Music Fandom: An Experiential- Discursive Perspective Thumbnail


J. Obiegbu

D. O'Reilly


Purpose: This paper aims to answer the following question: How can a discursive approach to how music fans construct loyalty in a digital context contribute to a theoretical understanding of brand loyalty? Design/methodology/approach: Drawing on insights from theories of brand loyalty and fandom, this interpretive inquiry makes use of data from an online forum dedicated to the rock music band, U2, and interviews with forum members. A combination of online ethnography and discourse analysis are used. Findings: The analysis shows that music fans mobilise particular discursive resources in constructing loyalty in the digital context, specifically length of time spent as a fan, obsession and the opposition of obligation and choice. These discursive resources reflect a grounded account of an experientially rooted brand loyalty that extends beyond attitudinal and behavioural loyalty and which is particularly salient in music consumption. Research limitations/implications: This is a single case study, but as a rich and vibrant online community, it provides fruitful insights into the discursive construction of loyalty. The processes of negotiation, accommodation and conflict, engaged in through online discourse, are important in laying bare the preferences, value systems and meanings that frame the experiences of loyal consumers. Practical implications: This socially constructed view of loyalty facilitates a more sensitive and nuanced application of brand loyalty, with implications for segmentation and targeting activities. It provides a possible basis through which precise insights can be gained into the meanings and practices of loyal fans and consumers. Originality/value: Examining loyalty through the lens of online music fandom enables a discursive understanding of consumers’ experience of brand loyalty. It shows how online engagement with other consumers of a brand facilitates a deep engagement with the notion of loyalty.

Journal Article Type Article
Acceptance Date Aug 8, 2018
Online Publication Date Apr 4, 2019
Publication Date 2019
Deposit Date Aug 9, 2018
Publicly Available Date Aug 13, 2018
Journal European Journal of Marketing
Print ISSN 0309-0566
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 53
Issue 3
Pages 463-482
Public URL
Related Public URLs


Accepted Journal Article (605 Kb)

Copyright Statement
This article is © Emerald Group Publishing and permission has been granted for this version to appear here ( Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.

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