The Weary Illustrator "Mainasu Otoko": How Fans Enhance Brand Resonance Through Flow Experience

Abstract

This study uses the illustrator “Mainasu Otoko” as a case to examine the psychological processes among fans involving perceived empathy, flow experience, and brand resonance. A quantitative questionnaire survey was conducted with 186 fans who actively follow “Mainasu Otoko” on social media. Path analysis was applied to investigate the relationships and mediating effects among the variables. The results showed that perceived empathy did not have a significant direct effect on brand resonance, but had a significant indirect effect through flow, with flow functioning as a full mediator. This study empirically demonstrates the critical role of flow in the formation of brand identification and offers practical suggestions, emphasizing that integrating emotional resonance with immersive design can enhance fan engagement and brand value.