Exploring the Influence of Performance Expectancy on Social Media Usage among Korean Pop (K-pop) Fans: An Observational Qualitative Study

This study investigates the influence of Performance Expectancy (PE), as conceptualised in the Unified Theory of Acceptance and Use of Technology (UTAUT), on Social Media (SM) usage among K-pop fans. By using observational qualitative methods, the study observed the SM activity of K-pop fans to discern patterns related to PE and behavioural intention (BI). The analysis revealed that most observed participants (approximately 85%) demonstrated high engagement with SM platforms, frequently sharing and interacting with K-pop-related content. Additionally, a documented case of event promotion demonstrated how users with larger follower counts were tagged by an event organiser to maximise event visibility and engagement. These instances illustrate how users leverage SM to achieve specific fandom-related goals, aligning with PE’s emphasis on expected benefits and effectiveness. The findings reveal a strong correlation between perceived benefits of SM and users' engagement with K-pop content, supporting the significance of PE in shaping SM BI among K-pop fans. Furthermore, interactions between users discussing event details, such as dress codes, highlight how SM facilitates information exchange and shapes users' expectations regarding fan events. These results are situated within existing literature and theoretical frameworks, emphasising the pivotal role of PE in driving SM usage in entertainment fandom contexts. The discussion also addresses implications for theory and practice, highlighting the importance of considering PE in interventions aimed at promoting SM engagement among K-pop fans. In conclusion, this study contributes to the researchers’ understanding of technology acceptance in the context of entertainment fandoms, providing valuable insights for researchers, practitioners, and industry stakeholders. Further research is recommended to validate these findings and deepen comprehension of technology acceptance processes among diverse fan communities.