Fandom’s Response to Celebrity Misinformation: The Role of Media Literacy and Online Social Engagement

This study explores the relationship between fandom, media literacy, and online social engagement, highlighting how fans' commitment influences their participation in online communities. By surveying 256 respondents and employing SPSS 23 for statistical analysis- including factor analysis, reliability and validity tests, and regression analysis the research found that fandom has a positive impact on online social engagement. Specifically, fans with higher emotional commitment tend to engage more actively. Moreover, the study revealed that certain aspects of media literacy specifically functional and critical prosumption moderate this relationship. This indicates that fans with strong media literacy skills are better equipped to use media for forming and expressing their opinions, enhancing their online engagement. Ultimately, the findings suggest that fandom can foster social value creation beyond economic exchanges, positioning fan communities as potential agents of social responsibility and positive change. This research lays a foundational understanding for future studies on fan-driven social engagement.