Organizational Adoption Priorities for Multi-Sided Fandom Platforms: Evidence from South Korean Entertainment Firms

Fandom platforms connect artists, entertainment companies, and fandoms, yet evidence on firm-level adoption priorities remains limited. This study examines company experts’ assessments of twelve adoption drivers and twelve inhibitors specified before data collection using the Stochastic Fuzzy Analytic Hierarchy Process (SF-AHP) with 28 respondents from eight South Korean entertainment firms. Respondents provided crisp Saaty-scale judgments, with fuzzy ranges imposed analytically and propagated through consistency-conditioned simulation. Robustness was assessed through crisp AHP, alternative aggregation and fuzzification specifications, and panel-composition checks. Artist-related conditions received the highest component priority among both drivers and inhibitors and remained first across the evaluated robustness specifications. Convenient communication tools for artists (D3) and stable monetization (D1) formed the leading driver tier, while artist fatigue (H1), excessive payment inducements (H9), and artist privacy risks (H4) formed the leading inhibitor tier, with rank variation among close alternatives. Secondary PEST summaries were classification- and aggregation-sensitive and are interpreted descriptively. The findings indicate a robust stakeholder-level coordination focus together with a concentrated set of leading factor-level priorities. These results identify a company-side priority structure for the evaluated factor set, broad adoption frame, and South Korean entertainment setting, while leaving artist- and fandom-side preferences and population-level generality for direct future study.