Celebrity Followership and Perceived Impacts: A Psychological Investigation of Music-Based Fan Groups in Ghana

Abstract

Famous individuals have long shaped society, but television (TV) and, more recently, social media have intensified parasocial bonds, fuelling celebrity culture and fan attachment. While much of the existing literature frames this attachment as celebrity worship, emphasising obsessive fascination with adverse outcomes, this study shifts the focus to a broader concept of celebrity followership, highlighting the social and communal aspects of fan engagement. A sequential exploratory mixed-methods design examined celebrity followership among Ghanaian music fan groups. Study 1 involved interviews with purposively sampled members and executives of five Ghanaian celebrity musicians (N = 33; Mean Age = 31.3; SD = 6.82; Age range = 20-49; Male =20; Female =13). The interviews explored participants’ motivations for following their chosen celebrity, the reasons for forming fan groups, their experiences as fan group members, and the perceived influence of celebrity followership on fan behaviour. Data were analysed using reflexive thematic analysis. Findings revealed six main themes: (1) profound admiration for artiste, (2) pedestalisation, (3) empowering encounters, (4) invisible struggles, (5) fanaticism, and (6) pro-social behaviours. Study 2 investigated social capital, team identification, and social and personal identity among a broader fan base (N = 301; Mean Age = 28.7; SD = 6.30; Age range =18-49; Male =197; Female =104), using structural equation modelling with item-parcelling. Results revealed that stronger celebrity attachment was associated with higher social capital. Although celebrity attachment positively correlated with social and personal identity, this relationship was not statistically significant. Also, higher celebrity attachment was associated with higher team identification. Furthermore, team identification partially mediated the relationship between celebrity attachment and social capital and fully mediated the relationship between celebrity attachment and social and personal identity. The present study highlights the nuances of celebrity followership and posits that active participation in fan communities fosters positive outcomes. Recommendations are provided for celebrities, fan managers, media psychologists, and psychologists.