Huffington Post: When Does Fan Devotion to a Favored Celebrity Become a Problem?

We’re often asked if fandom is just a form of marketing. In a way, yes. At the heart of almost every fan object, these centers of emotion and love that arise from pop culture, lies a commercial product. A thing that can be exchanged for money. It might be a product, an experience, a ticket, or the advertising value of our eyeballs as we watch our favorite YouTube channel. In fact, another definition of fandom is ‘externally-generated branding’.

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