Superfandom

Superfandom examines the psychology and sociology of fan culture in the digital age, explaining how and why people become deeply engaged fans of brands, celebrities, media franchises, and communities.

Drawing on case studies from entertainment, technology, and consumer products, the book shows how fandom operates as a powerful social and economic force, what motivates superfans, and how companies and creators can collaborate with fan communities ethically and effectively.

It also considers the risks of exploitation and backlash when fan relationships are misunderstood or mishandled.