User engagement behaviors: Exploring predictors of ARMY's active and passive media usage behaviors using social cognitive theory

Abstract

This study examines the active and passive media usage behaviors of ARMY, the fanbase of the Korean pop music group BTS. Active media use includes actions such as posting, commenting, and sharing, while passive media use includes simply consuming content without actively participating. We conducted an online survey (N=262) and used Social Cognitive Theory as a framework to investigate how parasocial relationships with BTS members and other factors contribute to active and passive social media use. The results indicated that parasocial relationships were positively related to passive media use, but were not related to active use. Furthermore, guidance needs and community belonging needs were positively related to both active and passive media use, whereas social integrative needs were not related to either type of media use. These findings have implications in terms of understanding how to improve engagement and user experience in social media.