Warning: This article contains spoilers for The Walking Dead season 7, episode 1.

Apparently there's a new TV heart-throb in town...and he goes by the name of Negan.

Yes, this Negan:

Jeffrey Dean Morgan as Negan in the television series, The Walking Dead.
Jeffrey Dean Morgan as Negan in the television series, The Walking Dead.

Bizarre as it may seem, fans of AMC's zombie drama The Walking Dead are waking up to the charms of Jeffrey Dean Morgan's new baseball-bat wielding villain.

In some ways, this mass conversion to Neganism makes perfect sense. In a world where love can often prove fickle, the leader of bloodthirsty survivalist gang the Saviours is, at the very least, a man of his word. He's got charisma aplenty, knows how to take control of a situation and has an endearingly playful side.

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On the other hand, the character is a sadistic psychopath, responsible for the spectacularly brutal murder of long-term Walking Dead favourites Abraham and Glenn. Consequently, some fans have been left a little conflicted by their newfound passion.

Is it really OK to fancy Negan?

"I don't fancy him because he's a disgusting psychopath," explained James Third, a 28-year-old Walking Dead fan. "It's something to do with how Jeffrey speaks and moves and wears that chin stubble. He makes me recoil in horror but also squirm with lust.

"I just can't stay angry at those eyes! I forgive him for the murder of beloved characters because I just want to stare at his face."

Morgan, of course, is a popular actor, known for his roles in Grey's Anatomy, The Good Wife and Zack Snyder's Watchmen... and for his kindness to his fans.

Until recently, the actor was also the proud owner of two adorable rescue dogs, Bandit and Bisou.

Tragically, the elder of the two dogs, Bisou, had to be put to sleep last year, forcing Morgan to leave a fan convention midway through. The actor was attending the 2015 Birmingham-based Asylum event, a celebration of the TV series Supernatural, in which he played the father of demon hunters Sam and Dean Winchester.

Sarah-Jane Bird, 28, recalled how the star balanced his need to say goodbye to Bisou with his obligation to his fans.

"He had photos spread across both days, and he stayed and did every photo and [autograph] on the Saturday so nobody missed out," she told The Telegraph. "He could have just gone home, he was heartbroken over this dog, but he made sure nobody missed out. He was great."

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"Convention photos are usually over so quickly because of the amount they need to get through, and so I started to walk away straight after it was done," she added. "But he stopped us to ask us how we were, and asked if we were enjoying the convention.

"I was more excited than anything once I heard he was Negan. I think it was because I knew he was perfect to play a charismatic villain."