Effects of Online Fan Community Interactions on Well-Being and Sense of Virtual Community

Activities in the digital economy driven by information technology have rapidly increased in scope and speed in the aftermath of COVID-19. Meanwhile, social isolation accelerated by quarantine measures has increased concerns about individuals' mental health. However, little is known about the specific consequences of online interactions, especially when applied in online fan community-based relationships. Therefore, we examined the impact of loneliness in the context of COVID-19 on online interaction with other fans and parasocial relationships with celebrities on the Weverse platform. We also examined how these interactions influence mental well-being and the sense of virtual community. With 202 valid data samples acquired from global BTS fandom, this study conducted a partial least squares-structural equation modeling analysis. The empirical results demonstrate a significant positive relationship between loneliness and the extent of online interaction, while no significant impact on parasocial relationships was observed. Both online interaction and parasocial relationships were found to enhance both well-being and SOVC. However, these results were observed to differ between Weverse paid subscribers and free users.