Para-kin relationship between fans and idols: a qualitative analysis of fans’ motivations for purchasing idol-dolls

Abstract

Abstract Purpose The purpose of this research is to examine how “mother fans” impact on the existing patterns of parasocial relationships between fans and idols and to gain deeper insights into the motivations underlying the purchase of idol dolls. Additionally, by including the experiences and perspectives of male idol fans, the research seeks to broaden the understanding of fan behavior and enhance comprehension of the motivations driving idol-doll consumption. Design/methodology/approach Taking idol-doll buyers as research objects, this research conducted textual analysis and in-depth interviews to explore fans’ motivations for purchasing idol dolls. Findings Idol doll purchases are driven by emotional attachment, particularly among mother fans who seek to establish a sense of control and maintain a mother–child relationship. Additionally, buying idol dolls can also serve as a disguise for girlfriend fans to cover up their romantic fantasies about their idols. Moreover, idol dolls serve as semiotic identifiers, attracting like-minded fans and gaining community recognition. It should be noted that male idol fans, who are considered deviant from the masculine normative, face scrutiny in female-dominated communities, needing further proof of authenticity. Practical implications This research promotes understanding the motivations behind idol-doll purchases and can assist marketers in catering to the emotional needs of fans, particularly mother fans, by designing and marketing dolls that resonate with their desired sense of attachment. Social implications By recognizing and emphasizing the positive aspects of fan activities, this study contributes to the ongoing process of de-demonization and normalization of fandom. Additionally, this research also seeks to contribute to a more comprehensive understanding of the struggles and emotional needs of the Chinese young generation. Originality/value This study explores the under-researched mother-fan group’s emotional needs and their motivations of purchasing idol-dolls. It also acknowledges the distinct perspectives and experiences of male idol fans, providing a fresh and unique viewpoint on idol-doll consumption.