THE INFLUENCE OF COLLABORATIONS BETWEEN BUTTER BEAR AND VARIOUS BRANDS ON FANS

Abstract

This research is a qualitative research to study the behavior of the Butter Bear fanclub in following and supporting and to study the influence of collaborations between Butter Bear and various brands on fans. Data was collected through in-depth interviews with a sample group of 12 people, selecting only fans who have followed Butter Bear for at least 1 year and must have been to the event to meet the real Butter Bear at least 2 times in the past 6 months. The research tool was a structured question with 11 items. Data was collected between 23-26 August 2025 and the results were summarized according to various issues and written descriptions. The research concluded that the majority of the sample group were female Generation Y and X, working full-time and running their own businesses. They first learned about "Butter Bear" from a TikTok feed by chance, had been following hers for over a year, up to almost two years, and had attended more than 10 in-person events. Regarding the influence of Butter Bear's collaborations with various brands, the sample group unanimously stated that it significantly impacted their exposure to new brands and facilitated their purchasing decisions. Furthermore, if the brand was one they already used, repeat purchases were even higher.