Humanizing Live Commerce Through Fan-Mediated Spillover Effects: A Netnographic Study of Erigo x JKT48
Abstract
This study examines how digital fashion brands can sustain authentic consumer interaction and extend marketing efficacy beyond the synchronous, real-time boundaries of live commerce events. Adopting a qualitative netnographic approach within a rigorous multi-locus framework, this research audits data across two primary fan-curated YouTube archives, Azadel48 and R! Perjuangan, capturing the trailing asynchronous ecosystem of the Shopee Live collaboration between local apparel brand Erigo and the idol group JKT48. The findings reveal that fan-curated video archives act as organic cultural intermediaries that systematically prolong brand visibility. Specifically, hyperpersonal digital interactions preserved in these archives serve as persistent social stimuli that reactivate parasocial intimacy and spatial co-presence long after the broadcast ends. Furthermore, this asynchronous engagement reinforces collective group identity (Wota solidarity), which shifts consumers' behavioral outcomes from spontaneous buying into structural, delayed purchase intentions aimed at validating their idol's commercial success. Crucially, this study extends the traditional Stimulus-Organism-Response (S-O-R) framework by demonstrating how fan-mediated spillover effects bypass temporal limits, transforming highly volatile real-time streaming cues into sustained, community-driven emotional assets that drive long-term brand engagement in an asynchronous e-commerce landscape.
Keywords: Erigo x JKT48, Fan-Mediated Spillover, Live Commerce, Netnography, Parasocial Interaction, S-O-R Paradigm.
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DOI: http://dx.doi.org/10.30829/jombi.v8i02.30638
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