Formation, Purpose and Gains: An Exploratory Study of Hallyu Fanclubs in the Philippines

Abstract

This exploratory study aims to break ground and explore the phenomenon of Hallyu fanclubs in the Philippines. The study focused on the formation and purpose of Hallyu fanclubs. Data included responses to an online survey from administrators of 22 Philippine Hallyu fanclubs. Using a combination of descriptive statistics and content analysis, results revealed that Philippine Hallyu fanclubs are formed by fans with the main purposes of supporting the artist, unifying Filipino fans and marketing the artist. The importance of socialization with other fans emerged as a strong motivator for joining fan clubs. Gains from fanclub formation also emerged in the form of significant charitable activities. The study closed with a series of propositions and future research directions.