ETD

• brand authenticity
• consumer behavior
• digital community
• fanfiction
• narrative brands

La tesi analizza il ruolo dell’autenticità nella valutazione delle fanfiction, interpretandole come forme di consumo culturale partecipativo. Integrando letteratura sul consumer behavior, narrative brands e cultura partecipativa, lo studio esamina come i fan valutino le riscritture narrative in termini di autenticità, gradimento e fedeltà allo spirito dell’opera originale. La ricerca adotta un approccio mixed-method, combinando rassegna teorica, focus group e survey quantitativa. I risultati mostrano che l’autenticità è percepita come equilibrio tra coerenza narrativa e innovazione creativa, e che il coinvolgimento nel fandom e le motivazioni emotive influenzano significativamente la fruizione e la produzione di fanfiction.
This thesis examines the role of authenticity in the evaluation of fanfiction, considering it as a form of participatory cultural consumption. Drawing on consumer behavior, narrative brand, and participatory culture literature, the study investigates how fans evaluate narrative rewritings in terms of authenticity, appreciation, and faithfulness to the original work. The research adopts a mixed-method approach combining literature review, focus group, and quantitative survey. Results show that authenticity is perceived as a balance between narrative coherence and creative innovation, while fandom involvement and emotional motivations significantly influence both fanfiction consumption and production.