Mediating Intimacy: The K-pop Industry’s Commercialization of Parasocial Relationship Between Adolescent Filipino Fans and Their Male Idols via Weverse Application

Proponent/s Name/s (Last Name, First Name, Middle Initial)

Anna Sauz, De La Salle University, ManilaFollow
Julia C. Adamos, De La Salle University, ManilaFollow
Clara Antonette L. Nicdao, De La Salle University, ManilaFollow
Ma. Francheska G. Quia, De La Salle University, ManilaFollow

Document Types

Paper Presentation

School Name

De La Salle University, Manila

Track or Strand

Humanities and Social Science (HUMSS)

Research Advisor (Last Name, First Name, Middle Initial)

Concha, Christopher Bryan, A.

Start Date

23-6-2025 1:30 PM

End Date

23-6-2025 3:00 PM

Zoom Link/ Room Assignment

Y503

Abstract/Executive Summary

The prevalence of the K-pop industry’s globalization has risen over time, using the digital age to expand its presence in the market. Understanding the factors influencing the consumption patterns and parasocial relationships fans experience brings awareness to the possible causes of fixation in the K-pop industry’s capitalization. However, research about the Weverse app as a medium for capitalizing on parasocial relationships among adolescent Filipino K-pop fans is limited. This study’s objective is to investigate the commercialization of parasocial relationships between adolescent Filipino fans and their male idols through the Weverse application. Data were gathered through a Focus Group Discussion and analyzed by identifying recurring themes among participants’ answers guided by Parasocial Theory, Affective Economies, and Consumer Culture Theory. Findings revealed that exclusive content, fan-idol interactions, and membership benefits influence fans’ emotional and financial investments. Therefore, capitalizing on the parasocial relationships fostered in the Weverse app. While some fans acknowledge fan-idol interactions as an idol’s work, their emotional attachment remains a significant motivator for app consumption. Fans’ perspectives on parasocial relationships varied from one-sided relationships to a belief of mutual acknowledgment through fandom identity. The findings suggest that the Weverse app’s exclusivity impacts consumer behavior, affecting fans’ willingness to consume from the app. Thus, to be financially responsible consumers, fans should be aware of the extent of their emotional investment in their idols.

Keywords

K-pop; Weverse; parasocial relationship; fanship; commercialization

Research Theme (for Paper Presentation and Poster Presentation submissions only)

Living Culture and Contemporary Societies (LCS)

Initial Consent for Publication

no

Statement of Originality

yes