num_pages: 336
description: An in-depth look at the influence of fanssociety's alpha customerson our lives and culture.As fandom sheds its longtime stigmas of geekiness and hysteria fans are demanding more from the celebrities and brands they love. Digital tools have given all organizationsfrom traditional businesses to tech startups direct real-time access to their most devoted consumers and it's easy to forget that this access flows both ways. This is the new fandom-based economy: a convergence of brand owner and brand consumer. Fan pressures hold more clout than ever before as they demand a say in shaping the future of the things they love. Sometimes it works. Sometimes it doesn't.In Superfandom  Zoe Fraade-Blanar and Aaron Glazer explain this new era of symbiosis delving into the history sociology and psychology of fandom. From Polaroid to Maker's Mark to groupies of financier Warren Buffett the consumer relationship has been transformed. Superfandom is an essential guide for those who care contribute to and live in this rapidly expanding fan-driven economy.
language: English
title: Superfandom: How Our Obsessions are Changing What We Buy and Who We Are
publisher: W. W. Norton & Company