The UN Sustainable Development Goals (SDGs) to solve social conflicts and ecosystem problems in the global community are becoming the biggest task in the international community, and As Generation Z, who is sensitive to social and environmental issues ...
The UN Sustainable Development Goals (SDGs) to solve social conflicts and ecosystem problems in the global community are becoming the biggest task in the international community, and As Generation Z, who is sensitive to social and environmental issues, emerges as a new leader in civil society, the topic of sustainability is now becoming the top priority for the survival of humans and organizations.
Therefore, this study aims to verify through empirical analysis how BTS performance activities, which try to contribute to solving social problems through criticism of irrational world and messages of hope based on sustainability values, induce organizational citizenship behavior in fandom through what form of psychological path.
The survey for this study was conducted using the program of research company M for YouTube's "BTS TV" subscribers as Korean citizens over the age of 19. The pilot survey was conducted on 153 people from April 13, 2021 to April 16, 2021, and the main survey was conducted on 672 people from April 23, 2021 to May 4, 2021.
As a result of the hypothesis test, it was confirmed that the fandom's perception of sustainability-oriented BTS band music had a positive (+) effect on the fandom's organizational citizenship behavior through band-fandom identification, fandom‘s band commitment, self-esteem, and positive psychological capital.
Through this, it has been proven that ARMY fandom's perception of sustainability-oriented BTS band music makes fans immerse themselves in BTS band by forming a sense of unity with BTS band, and also arouses a positive psychology through self-esteem, and furthermore, emerges as organizational citizenship behavior.
These findings suggest that in order for BTS band's performance activities to contribute to the realization of UN SDGs through organizational citizenship behaviors beyond emotional joy and peace for ARMY fans, it is necessary to internalize and sublimate the sustainability factors(environment preservation, social integration, economic prosperity) to BTS music.
In addition, it was found that the positive effect of fandom’s perception of sustainability-oriented BTS band music on fandom‘s organizational citizenship behaviors through band-fandom identification and fandom’s band commitment is controlled by fandom's perception of BTS' authentic leadership. This suggests that BTS's good influence on ARMY fans' organizational citizenship activities may appear even greater when BTS members' authenticity of hurting, sympathizing, comforting, and encouraging each ARMY fan together is internalized and based on BTS music performance activities.