Investigação do Fã sob a Perspectiva do Consumo: uma análise sistemática da produção internacional de marketing

Purpose: To analyze how fans are investigated in international scientific production the Marketing field.Methods: Bibliographic research was carried out. The data were collected from main journals ranked Scimago Journal & Country Rank. qualitative strategy of Interpretive Content Analysis adopted for investigation corpus through codification and categorization meanings subsequent identification conceptual relations between established categories.Findings: analyzed academic reverberates, conceptualizes, approaches, relates about fans. Results point to four dimensions this consumer, which is being perceived as: Productive, when they produce content social interactions; Communal, act a collective perspective; Sentimental, by revealing an entertainment consumer's identity several factors influence their behavior, including at emotional level; Critical, evaluate what consume.Originality: study allowed better understanding fan panorama field, elucidating existence portrayed literature contributing endorsement new that uses or transcends presented concepts.