...Jung Eun Kwon Purpose This study aims to explore how different types of fandom, toward the original work, webtoon author and cast, are conceptualized in the context of webtoon-based film adaptations. Framing such adaptations as a form of category extension, the research proposes a fandom typology...

... in a qualitative manner along with content analysis of messages from online fan clubs. Findings Using the metaphor of kingdom to parallel the phenomenon of fandom, the research also explicates the importance of initial brand position, and the construction and expansion from the core castle – the core...