Nicole K. Santero

Armed in ARMY: A Case Study of How BTS Fans Successfully Collaborated to #MatchAMillion for Black Lives Matter

Music fans strategically support their artists. Their collective efforts can extend to social causes as well: In 2020 for example, ARMY—the fandom of the music group BTS—successfully organized the #MatchAMillion campaign to raise over one million USD to support Black Lives Matter. To better understand factors of fando…