Digital Fandom and Prosumer Marketing: The Role of Peruvian Swifties in Promoting Taylor Swift’s The Eras Tour

DOI

10.2991/978-94-6239-803-0_18How to use a DOI?

Keywords

Digital fandom; Prosumer behavior; Entertainment marketing; Taylor Swift; The Eras Tour; Fan engagement; Social media; Symbolic consumption; Branding

Abstract

This study examines the role of Peruvian Taylor Swift fans as prosumer brand ambassadors in the promotion and symbolic consumption of The Eras Tour. Focusing on young fans in Lima, the research analyzes how fandom participation extends beyond music consumption and becomes a form of digital promotion, community building, and experiential marketing. Drawing on a qualitative case study design, the study integrates semi-structured interviews, one focus group, and social media content analysis to explore how fans interpret, share, and amplify Taylor Swift’s marketing strategies across platforms such as TikTok and Instagram. The findings show that Peruvian Swifties engage with The Eras Tour through four interrelated practices: emotional and nostalgic identification with the artist’s “eras”; digital prosumption through fan-generated content and online interaction; symbolic consumption expressed in travel, merchandise, outfits, and collective rituals; and participation in local brand–fandom collaborations that transform the tour into a marketable cultural experience even in a country not included in the official tour. The study contributes to entertainment marketing and digital fandom research by showing how fans in emerging markets can act as strategic communication agents who expand brand visibility, sustain affective loyalty, and co-create value around global music events.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Andrea Camargo
AU  - Francisco Arbaiza
PY  - 2026
DA  - 2026/10/16
TI  - Digital Fandom and Prosumer Marketing: The Role of Peruvian Swifties in Promoting Taylor Swift’s The Eras Tour
BT  - Proceedings of the VI International Conference on Communication and Applied Technologies 2026 (ICOMTA 2026)
PB  - Atlantis Press
SP  - 181
EP  - 191
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6239-803-0_18
DO  - 10.2991/978-94-6239-803-0_18
ID  - Camargo2026
ER  -