Henry Jenkins’s scientific contributions

... The term "fandom" originates from the fusion of "fan" and "dom", denoting a distinct consumer culture where individuals not only admire their idols but also actively invest time and resources in their support [1][2][3][4][5][6][7][8][9][10][11][12][13]. Modern fandom extends beyond passive consumption, as fans integrate their devotion into their daily lives through creative engagement and participatory culture [14][15][16]. ...

Reference:

Advertising Together for Our K-Pop Idol: The Roles of Trust, Loyalty, and Perceived Value in K-Pop Crowdfunding for Outdoor Advertising