Fan Economy Marketing Strategies and Financial Performance: An ‎Economic Analysis of Social Media Engagement

  • Authors

    • CHANG Hailing ASSIST University, Seoul 03767, Republic of Korea
    • DAI Jianhua China University of Political Science and Law, Haidian Campus, No. 25 Xitucheng Road, ‎Haidian District, Beijing 100088, China
    https://doi.org/10.14419/1r86g409

    Received date: October 13, 2025

    Accepted date: November 16, 2025

    Published date: November 23, 2025

  • Brand Equity; Customer Engagement; Fan Economy; Financial Performance; Meta-Analysis

  • Abstract

    The proliferation of social media platforms has catalyzed the emergence of the fan economy, a ‎phenomenon wherein passionate consumer communities generate substantial economic value ‎through sustained engagement with brands and content creators. This meta-analytic study ‎examines the relationship between fan economy marketing strategies and organizational ‎financial performance, analyzing 89 empirical studies published between 2012 and 2024. ‎Employing a comprehensive theoretical framework integrating brand equity theory, customer ‎engagement theory, and resource-based view perspectives, we investigate five core dimensions ‎of social media marketing activities: entertainment, interaction, trendiness, customization, and ‎electronic word-of-mouth. Our findings reveal significant positive associations between fan ‎economy marketing investments and multiple financial performance indicators, including ‎revenue growth (r = 0.447, p < 0.001), market capitalization (r = 0.382, p < 0.001), and return on ‎investment (r = 0.394, p < 0.001). Heterogeneity analysis identifies moderating effects of ‎industry sector, platform characteristics, and market maturity. The study contributes theoretical ‎insights into value co-creation mechanisms within digital ecosystems and provides empirical ‎evidence supporting strategic investments in fan-centric marketing approaches. Managerial ‎implications emphasize the importance of authentic engagement, community cultivation, and ‎integrated multi-platform strategies for maximizing financial returns from social media ‎investments‎.

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  • How to Cite

    Hailing, C. ., & Jianhua, D. . (2025). Fan Economy Marketing Strategies and Financial Performance: An ‎Economic Analysis of Social Media Engagement. International Journal of Accounting and Economics Studies, 12(7), 616-626. https://doi.org/10.14419/1r86g409