Bridging digital innovation, parasocial interaction, and loyalty through fan satisfaction: Insights from K-Pop fandom

The global spread of K-pop demonstrates how digital innovation and emotional connections transform fandom culture. This study examines the influence of Metaverse-based digital innovation and parasocial interaction on fan loyalty, with fan satisfaction as a mediating variable. Using a survey of 200 K-pop fans with prior Metaverse experience and analyzing the data through PLS-SEM, the results indicate that digital innovation significantly enhances both satisfaction and loyalty, while parasocial interaction contributes to satisfaction but does not directly generate loyalty. Furthermore, satisfaction emerges as a critical bridge that transforms immersive experiences and emotional bonds into sustainable loyalty. These findings extend the application of uses and gratifications theory, experience economy theory, and the theory of planned behavior in the digital fandom context. Practically, they highlight the importance of designing immersive and satisfying digital strategies to maintain long-term relationships between idols and fans.