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The purpose of this paper is to explore how the act of expressing criticism against a music brand fits with the identity and practices associated with being a loyal fan of that brand.

Drawing on insights from theories of brand loyalty and fandom, this interpretive inquiry makes use of data from an online forum dedicated to the band, U2, and interviews with forum members. A combination of online ethnography and discourse analysis is employed.

The findings reveal how interpretations of the act of expressing criticism within a space that ostensibly functions as a place to celebrate all things U2 related, shape the construction of loyalty to the b(r)and in diverse ways. The apparent in-group tensions between being loyal and being critical pose a challenge to the taken for granted nature of brand loyalty and fandom, highlighting the nuanced ways with which they manifest.

By examining the role of criticality within otherwise loyal spaces, the authors contribute to brand loyalty theory by revealing the malleability of the concept, as meaning is constantly being reshaped depending on individual realities.

Moving away from the stories of financial disaster we encountered in Chapter 2, Chapter 3 examines what it means for fans when their club is suddenly awash with more financial muscle than some nation-states due to the generosity of a wealthy benefactor who is seemingly more interested in sporting glory than in financial gain. This chapter engages with the notion of the football club as a billionaire’s plaything. Roman Abramovich’s acquisition of Chelsea in 2003 saw the West London club embark on an eye-watering spending spree and a sustained period of on-field successes, one that was unknown in the club’s history to that point. As a result, we take Chelsea during the Abramovich era as a starting point for considering how this model of ownership affects the relationship between fans and the connection that they have with their club. The evident success that financial muscle can bring shows owners what a happy fanbase is capable of, what they are capable of doing, and what they are capable of ignoring. The success of the financially doped teams of the 2000s created a precedent for winning over a fanbase with a successful football club, but nevertheless sat awkwardly with the normative ideals of how a football club should exist in the world and relate to its supporters.

The purpose is to examine the behaviors of consumers engaged in fan activity and determine if there are attitudinal and behavioral characteristics common across the differing fan subcultures.

The characteristics affecting fan behavior are examined through the literature and a series of structured interviews with fans which are then evaluated for the presence or lack of the sought for characteristics of fanaticism.

The research indicates that there are certain common characteristics to be found in fans interested in different topics and that these characteristics influence the behaviors of those involved in fan behavior.

Given the prevalence of fan influences in popular and consumptive culture, opportunity exists for research beyond the exploratory work done here including larger interview populations from a greater number of fan subcultures.

Marketing professionals may use the identified characteristics as a guide in marketing popular culture to those markets best attuned to accept and embrace it.

This paper provides exploratory research in an area of popular culture that has previously been examined as categories of fans, rather than as an inclusive subculture of fanaticism.

Gaining access to the research field has received much academic attention; however, the literature focusing on the changing and/or multiple roles that researchers adopt during fieldwork has at times been oversimplified. The purpose of this paper is to outline the multiple stages of the fieldwork journey, a more reflexive approach to fieldwork and the research process can be attained.

Data were generated from a four-year ethnographic study of the match-day experiences of the fans of Everton Football Club. In total, over 100 hours were spent doing fieldwork observations with an additional 25 semi-structured interviews forming the data set.

This paper argues that researchers should be more critical of their position in the field of their research, and should seek to identify this more clearly in their scholarship. This in turn would enable for more discussions of how each stage of the fieldwork journey affected the scope and overall findings of the research.

This paper provides an alternative framework for ethnographic researchers to better recognise and acknowledge reflexivity throughout the research process. This is done by outlining the various stages of fieldwork engagement more clearly to better understand how researchers change and adapt to the research environment.

In early 2016, after the success of its first two smartphones, the OnePlus One and OnePlus 2, China-based startup smartphone maker OnePlus was deciding how to build on its early success and grow into a global contender in the highly competitive smartphone market. Technology enthusiasts and geeks had flocked to purchase the first two generations of its smartphones and expectations were high for the company's next product. The company's founders, Pete Lau and Carl Pei, faced the challenge of broadening the appeal of OnePlus to address the mainstream market without alienating its core customer base.

“Crossing the chasm” from the early adopters to the mainstream market involved addressing three interrelated questions: First, what segments should OnePlus target as it sought to grow beyond its loyal fan base? Second, what value proposition and positioning strategy should it adopt to appeal to these target customers? Finally, what distribution and marketing communications strategy should it employ to make best use of its limited financial resources? A key consideration in formulating its strategy was to stay true to the company's culture and mission of “Never Settle” by charting its own course and not emulating the strategies of much larger competitors like Apple, Samsung, LG, and HTC.

Academic and industrial researches on nanoscale flows and heat transfers are an area of increasing global interest, where fascinating phenomena are always observed, e.g. admirable water or air permeation and remarkable thermal conductivity. The purpose of this paper is to reveal the phenomena by the fractional calculus.

This paper begins with the continuum assumption in conventional theories, and then the fractional Gauss’ divergence theorems are used to derive fractional differential equations in fractal media. Fractional derivatives are introduced heuristically by the variational iteration method, and fractal derivatives are explained geometrically. Some effective analytical approaches to fractional differential equations, e.g. the variational iteration method, the homotopy perturbation method and the fractional complex transform, are outlined and the main solution processes are given.

Heat conduction in silk cocoon and ground water flow are modeled by the local fractional calculus, the solutions can explain well experimental observations.

Particular attention is paid throughout the paper to giving an intuitive grasp for fractional calculus. Most cited references are within last five years, catching the most frontier of the research. Some ideas on this review paper are first appeared.

Live streaming commerce, a new form of social commerce where firms integrate with broadcasters, community members and customers in live chat rooms for real-time interaction to help sell products, has become increasingly popular. However, factors that impact the success of live streaming commerce are not fully explored. The purpose of this study is to examine these factors by exploring the relationships among customer trust (i.e., trust in broadcasters, community members, and products) and customer engagement, and the mediating role of swift guanxi.

The authors surveyed 422 customers who have watched Taobao Live, one of the largest live streaming commerce sites in China, and used their questionnaires to test the research model employing partial least squares modeling.

The authors’ results indicate that trust in broadcasters has a positive effect on trust in products and community members, which positively influences trust in products. Additionally, swift guanxi has a fully mediating effect on the relationship between customers' trust in broadcasters and customer engagement.

First, from the theoretical perspective, this study comprehensively identifies three types of trust, explores the transfer relationships among trust in broadcasters, community members, and products based on Trust Transfer Theory. In addition, this study examines the mediating influence of swift guanxi on the relationship between customer trust and engagement. Second, from the managerial perspective, the study provides insights to help broadcasters and practitioners use live streaming to facilitate shopping.

Enterprises often use anthropomorphic images to display products. In this study, by discussing the differences of the anthropomorphic images of juxtaposition and fusion, the authors can distinguish the boundary conditions of the influence of different visual object structures on consumers' attention.

Based on schema theory and information processing theory and using eye movement methods, this study analyzed the attractiveness of anthropomorphic images to consumers under different congruence levels through experiments of 2 (congruence: high and low) *2(visual object structure: juxtaposition and fusion)*2(self-construct: interdependent and independent). This study discusses the difference in the attractiveness of interdependent and independent consumers in the context of high congruence, juxtaposition and fusion of two visual object structures.

The results show that compared with the low congruence anthropomorphic image, the high congruence anthropomorphic image can attract more attention of consumers. In the case of low compatibility of anthropomorphic images, the juxtaposition structure of anthropomorphic images is more attractive to consumers than the fusion structure. In the case of high compatibility of anthropomorphic images, for independent self-consumers, the attraction of fusion structure image is higher than the juxtaposition image, and for interdependent self-consumers, the attraction of juxtaposition image is higher than the fusion image.

The conclusion enriches the anthropomorphic marketing theory. It reveals different degrees of attention paid to anthropomorphic image by consumers of different types of self-construct. Eye movement methods provide a new perspective for the study of anthropomorphic marketing and provide a reference for enterprises to publicize products or services through anthropomorphic image.