Co-constructing loyalty in an era of digital music fandom: An experiential-discursive perspective

Purpose: This article seeks to answer the question: How can a discursive approach to how music fans construct loyalty in a digital context contribute to a theoretical understanding of brand loyalty?

Design/methodology/approach: Drawing on insights from theories of brand loyalty and fandom, this interpretive inquiry makes use of data from an online forum dedicated to the band, U2, and interviews with forum members. A combination of online ethnography and discourse analysis are employed.

Findings: The analysis shows that music fans mobilise particular discursive resources in constructing loyalty in the digital context, specifically: length of time spent as a fan; obsession; and the opposition of obligation and choice. These discursive resources reflect a grounded account of an experientially-rooted brand loyalty that extends beyond attitudinal and behavioural loyalty, and which is particularly salient in music consumption.

Research limitations/implications: This is a single case study, but as a rich and vibrant online community, it provides fruitful insights into the discursive construction of loyalty. The processes of negotiation, accommodation and conflict, engaged in through online discourse,

are important in laying bare the preferences, value systems and meanings that frame the experiences of loyal consumers.

Originality/value: Examining loyalty through the lens of online music fandom enables a discursive understanding of brand loyalty. It shows how online engagement with other consumers of a brand facilitates a deep engagement with the notion of loyalty.