From Star Wars to Kickstarter, from Surge soda to groupies of financier Warren Buffett—the consumer relationship has been transformed by new ways of engaging with our obsessions. SUPERFANDOM: How Our Obsessions Are Changing What We Buy and Who We Are by Zoe Fraade-Blanar and Aaron Glazer takes an in-depth look at the influence of fans—society’s alpha consumers—on our lives and culture.
As fandom sheds its longtime stigmas of geekiness and hysteria, fans are demanding more from the celebrities and brands they love. Digital tools have given all organizations—from traditional businesses to tech startups—direct, real-time access to their most devoted consumers, and it’s easy to forget that this access flows both ways. This is the new “fandom-based economy”: a convergence of brand owner and brand consumer. Fan pressures hold more clout than ever before as they demand a say in shaping the future of the things they love. Sometimes it works. Sometimes it doesn’t. In SUPERFANDOM, the authors explain this new era of symbiosis, delving into the history, sociology, and psychology of fandom. SUPERFANDOM is an essential guide for those who care, contribute to, and live in this rapidly expanding fan-driven economy.