ABSTRACT
The emergence and development of the performing arts are conditioned by the history, social and cultural environment of their origin. Fans have been the subject of considerable research. To define fans and their actions, researchers have explored these issues from psychological, ethnographic, cultural and media perspectives. Fans may be understood by their emotional involvement, the motivations behind it and the activities that result from it. Numerous audience studies compare users to non-users or focus on television with an overwhelming emphasis on the demographic characteristics of the audience. Hills studied radio fandom and examined the role of media convergence in creating a wider range of fans that are more culturally visible and more important to the media industry. Relationship marketing theory refers to the concept of a relationship as any interactions, repeated actions, transactions, deals and episodes that are justified by barriers of relationship termination, clearly perceived benefits and economic incentives.
