Dr. Hyun Sang An and Dr. Wooyang Kim, Paseka School of Business, received the best abstract paper in Culture, Identity, and Ethnicity Marketing track at the Atlantic Marketing Association Conference, Asheville, NC (Sep. 25-29, 2019).

The title of the study is “Motivational Antecedents to Fandom and the Resultant Effects in the Foreign Contemporary Music Market.” This study applies Social Identity Theory to explain Fandom as a contemporary sociocultural phenomenon in the foreign contemporary music artist communities (e.g., K-pop genre).

Acknowledgment: This research was supported by Rodney Paseka School of Business Endowment Fund, MSUM.