Loyalty of Taylor Swift's fans and their uses of social media during crisis regarding music ownership controversy

Abstract

The objectives of this research were to study fans loyalty, fans’ perception on crisis management of Taylor Swift, and their uses of social media and to explore the relationship among these three variables. Two hundred and twenty-three respondents who are Taylor Swift’s fans, aged between 18 and 35 years old were asked to complete an online questionnaire survey. The results depicted that the respondents had a positive opinion about fans loyalty (M = 4.39). Moreover, the respondents had a positive perception on crisis management of Taylor Swift (M = 4.53) and use social media in a positive way (M = 4.28). In regard to the relationship among the variables, the research results demonstrated that the use of social media is positively related with fans loyalty (r = 0.795) and fans’ perception on crisis management of Taylor Swift (r = 0.557).