"I don't love the drama. It loves me"
(2025) BUSN39 20251Department of Business Administration
- Abstract
- As the media landscape is undergoing significant changes and becoming increasingly polarized, much due to the rise of social media, it creates complexities as well as opportunities for marketers to create consumer brand engagement. Within the field of entertainment this becomes particularly important as engaged consumers are fundamental for brands to succeed. Thus, the purpose of this study is to investigate how brand polarization, and intense feelings towards brands, can influence brand engagement intentions within the entertainment industry. This study adopts a quantitative research method to investigate the influence of brand passion, brand community and brand dissociation on brand engagement intentions, using Taylor Swift as an example... (More)
- As the media landscape is undergoing significant changes and becoming increasingly polarized, much due to the rise of social media, it creates complexities as well as opportunities for marketers to create consumer brand engagement. Within the field of entertainment this becomes particularly important as engaged consumers are fundamental for brands to succeed. Thus, the purpose of this study is to investigate how brand polarization, and intense feelings towards brands, can influence brand engagement intentions within the entertainment industry. This study adopts a quantitative research method to investigate the influence of brand passion, brand community and brand dissociation on brand engagement intentions, using Taylor Swift as an example of a polarized entertainment brand. The sample (N=405) were collected through an online survey using purposive sampling by distributing the survey in fan and anti-fan communities of Taylor Swift, and the data was analyzed through structural equation modeling in SmartPLS. The analysis showed two supported hypotheses and one partially supported, and found that brand passion had a significant positive influence on brand engagement intentions, and that brand community had a significant positive mediating effect on the relationship between brand passion and brand engagement intentions. Moreover, brand dissociation was found to have a significant non-linear positive partially mediating effect on this relationship. The study contributes to the theoretical field by enhancing the understanding of intense emotions towards brands, and studying it through a non-valenced lens, thus acknowledging the impact and interplay of positive and negative rooted feelings, and communities. Furthermore, by applying the logic of brand polarization within the field of entertainment, specifically focusing on the outcomes of this phenomena, this study adds to the current understandings of brand polarization and contributes insights for marketers, suggesting brand polarization as a strategy to drive brand engagement intentions in the entertainment industry. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9200807
- author
- Rydin, Matilda LU and Hellström, Sara LU
- supervisor
- organization
- alternative title
- A quantitative study on how brand polarization influences brand engagement intentions in the entertainment industry
- course
- BUSN39 20251
- year
- 2025
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Brand Polarization, Brand Engagement Intentions, Brand Passion, Brand Community, Brand Dissociation, Social Media, Entertainment Industry, Entertainment Brands
- language
- English
- id
- 9200807
- date added to LUP
- 2025-06-30 12:15:52
- date last changed
- 2025-06-30 12:15:52
@misc{9200807,
abstract = {{As the media landscape is undergoing significant changes and becoming increasingly polarized, much due to the rise of social media, it creates complexities as well as opportunities for marketers to create consumer brand engagement. Within the field of entertainment this becomes particularly important as engaged consumers are fundamental for brands to succeed. Thus, the purpose of this study is to investigate how brand polarization, and intense feelings towards brands, can influence brand engagement intentions within the entertainment industry. This study adopts a quantitative research method to investigate the influence of brand passion, brand community and brand dissociation on brand engagement intentions, using Taylor Swift as an example of a polarized entertainment brand. The sample (N=405) were collected through an online survey using purposive sampling by distributing the survey in fan and anti-fan communities of Taylor Swift, and the data was analyzed through structural equation modeling in SmartPLS. The analysis showed two supported hypotheses and one partially supported, and found that brand passion had a significant positive influence on brand engagement intentions, and that brand community had a significant positive mediating effect on the relationship between brand passion and brand engagement intentions. Moreover, brand dissociation was found to have a significant non-linear positive partially mediating effect on this relationship. The study contributes to the theoretical field by enhancing the understanding of intense emotions towards brands, and studying it through a non-valenced lens, thus acknowledging the impact and interplay of positive and negative rooted feelings, and communities. Furthermore, by applying the logic of brand polarization within the field of entertainment, specifically focusing on the outcomes of this phenomena, this study adds to the current understandings of brand polarization and contributes insights for marketers, suggesting brand polarization as a strategy to drive brand engagement intentions in the entertainment industry.}},
author = {{Rydin, Matilda and Hellström, Sara}},
language = {{eng}},
note = {{Student Paper}},
title = {{"I don't love the drama. It loves me"}},
year = {{2025}},
}