User innovation has received widespread attention in academia and industry over the past four decades. However, not all users play a role in innovation. Fans, who are users who continuously interact with firms, have become new drivers of innovation and have helped firms achieve great success in practice, which has been enabled by ongoing advances in information and communication technologies. We utilize the concept of social presence as a theoretical lens and conduct a case study to explore the mechanisms through which continuous interaction is achieved to transform users into fans. The findings identify two types of fans, namely, amateur and professional fans, and their corresponding ways of achieving continuous interaction. The present work can benefit academics by contributing to research concerning fan innovation and social presence and can help practitioners by enabling more fans to participate in innovation activities.

在过去的四年里，用户创新受到了学术界和工业界的广泛关注。然而，并非所有用户都在创新中发挥作用。作为不断与企业互动的用户，粉丝已成为创新的新驱动力，并帮助企业在实践中取得巨大成功，这得益于信息和通信技术的不断进步。我们利用社交存在的概念作为理论视角并进行案例研究，以探索实现持续互动将用户转化为粉丝的机制。调查结果确定了两种类型的粉丝，即业余粉丝和专业粉丝，以及他们实现持续互动的相应方式。