Superfandom by Zoe Fraade-Blanar & Aaron M. Glazer

Discover the fast-growing world of fandom and its transformative effects on both culture and business. In-depth case studies, expert analysis, and real-world examples guide the reader through the history, sociology, and psychology of fan culture. Learn from successful fan-based businesses, such as the crowdsourced toy company Squishable, and cautionary tales, like IKEA's blunder with a fan site. Written in a formal, educational tone using objective language, this essential guide is a must-read for industry professionals and fans alike.