The life of a fangirl: uma análise dos fatores de engajamento e lealdade dos fãs à marca “Taylor Swift”

Abstract

This study investigates the factors driving engagement and the construction of self-identity among Taylor Swift fans, through the lens of Parasocial Interaction Theory. The research is grounded in the premise that contemporary consumption transcends material functionality, establishing itself as a pillar of socialization and identity marking mediated by technology. Methodologically, a descriptive quantitative approach was adopted, applying a structured questionnaire to a sample of 125 fans. Data were analyzed using Structural Equation Modeling (PLS-SEM), utilizing R and SmartPLS software. The results validated the measurement model, showing high internal consistency and convergent validity across all constructs. Hypothesis testing confirmed that Brand Relationship and Sense of Belonging are significant predictors of Engagement, which, in turn, exerts a strong influence on behavioral Loyalty and Positive Online Word of Mouth. It was concluded that the "Swiftie Effect" issustained by an affective economy, where the humanization of the artist-brand and the use of confessional narratives allow the fan to reframe consumption as a ritual of emotional validation and collective belonging.