As a self-confessed movie-buff and the devoted fan of a film actress, a strong focus of my research is taking a closer look at how a consumer's fan relationship with a celebrity develops and expresses itself in everyday consumer behaviour. Particular emphasis is thereby placed on the personal meaning(s) that those lived fan experiences have for the individual(s) involved. In the moment, I have just completed a book on this topic ("Celebrity Fandom & Consumer Behaviour: Autoethnographic Insights into the Life of a Fan"), which had been commissioned by Palgrave Macmillan and is based on my PhD research.
But I also have a keen research interest in the complex business of film production, the marketing of films, the management of film festivals, the (international) film industry in general and how consumers experience the consumption of films. My recent research takes a closer look at film tourism and, in particular, at film studios as tourist attractions or even tourist destinations. However, I’m also interested in experiential consumption and marketing related to other creative industries, such as music, theatre, literature, sports, video games or the arts. In addition, I have developed a strong preference for subjectivist research methodologies like ethnography, existential-phenomenology, videography and, of course, autoethnography/subjective personal introspection.
In the hope that someone might actually be interested in reading some of my work, I have published in the Journal of Business Research, Journal of Marketing Management, Advances in Consumer Research, European Advances in Consumer Research, Journal of Customer Behaviour, Journal of Brand Management and The Marketing Review, as well as presented regularly at national and international conferences. My paper The Book of Stars: Alternative Insights into Celebrity Fandom was awarded the Best Paper in Arts & Heritage Track Award at the 2008 Academy of Marketing (UK) Annual Conference.