Eve Graham, a 23-year-old student, has excelled in her marketing degree at the University of Stirling after writing a 12,000-word dissertation on pop superstar Taylor Swift’s mammoth fan following. Graham’s dissertation focused on the ways in which Swift utilizes various platforms to interact with her fans and foster brand loyalty.
Graham, who hails from Helensburgh, Argyll, and Bute, earned a high score of 82 per cent on her dissertation, scoring a top 2:1 in her BA Hons Marketing degree. The undergraduate stated that she couldn’t consider studying for a degree without incorporating Swift into her academic work. Her dissertation’s focus was based on her personal experiences as a devoted fan of the “Blank Space” singer.
In her dissertation, Graham appreciated the depth of interactions between Swift and her fan base, noting the psychological aspects of fan behaviour. Furthermore, her work pointed out how the sense of community among Swift’s fans influenced her decision to study marketing.
Graham recounted her unforgettable experience of meeting Swift when she was 17 during the “Reputation” tour in Manchester. Such experiences enhanced her understanding of the fandom community.
Currently working for Virgin Atlantic, Graham plans to see Swift perform six times this year on her “Eras” tour.
