Navigating the Digital Realm: The Role of Facilitating Conditions in Social Media Use Among Korean Pop (K-pop) Fans

This observational study investigates the impact of Facilitating Conditions, as outlined in the Unified Theory of Acceptance and Use of Technology (UTAUT), on the Behavioral Intention to use social media among K-pop fans. Through qualitative analysis of social media activity, we explore how perceived technical and organizational support influences fans' engagement with social media platforms. During an observation period, online K-pop fandom communities were monitored to capture fans' natural behaviors. Results indicate that perceived technical support, such as user- friendly features and high-quality content, enhances fans' satisfaction and enjoyment with social media platforms. Additionally, the supportive nature of online fan communities fosters a sense of belonging and motivation to participate in K-pop fandom activities. The compatibility of social media with fans' existing habits further strengthens Facilitating Conditions for social media use. Despite concerns about privacy and security, fans prioritize the benefits and supportiveness of online communities. This research underscores the vital role of Facilitating Conditions in shaping fans' Behavioral Intention to use social media for K-pop-related activities, offering insights for both researchers and practitioners in understanding and supporting online fan communities within the K-pop fandom.