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Full-Text Articles in Business
Research Note: Assessing The Impact Of K-Pop On The Sales Of Korean Brands: A Case Of Automobile In The U.S. Market, Yayu Yuan, Janghyuk Lee
Research Note: Assessing The Impact Of K-Pop On The Sales Of Korean Brands: A Case Of Automobile In The U.S. Market, Yayu Yuan, Janghyuk Lee
Asia Marketing Journal
The aim of this paper is to expand upon previous research into the country of origin effect through the use of empirical data by formulating an analysis method which allows the measurement of the extent of country of origin effect by the proxy of K-pop musicians associated with country of origin image and to propose an alternative framework which provides an explanation as to the discrepancies between empirical data and prior research. Our analysis results reveal that the impact of country of origin associated with ‘PSY’ and ‘BTS’ on the automobile sales of ‘Hyundai Sonata’ was significant in the U.S. …
The Editorial For The Special Session Papers Of Icama-Kas 2020 International Conference: Bts As A Paradigm Changer In Martech And/Or Innovation, Sungho Lee, Kyunghee Bu, Jaehwan Kim, Ji Hee Song
The Editorial For The Special Session Papers Of Icama-Kas 2020 International Conference: Bts As A Paradigm Changer In Martech And/Or Innovation, Sungho Lee, Kyunghee Bu, Jaehwan Kim, Ji Hee Song
Asia Marketing Journal
No abstract provided.
Success Story: How Storytelling Contributes To Bts’S Brand, Courtney Lazore
Success Story: How Storytelling Contributes To Bts’S Brand, Courtney Lazore
Asia Marketing Journal
Good storytelling is at the heart of BTS as both a brand and a band. Modern brands know that story is no longer an option, but a requirement for keeping audiences engaged. With their consistent and creative reliance on story, BTS has transformed the K-Pop landscape, providing a framework for others in the industry that relies on open-structure narratives, sincerity, and active audience engagement, among other components. To investigate BTS’s storytelling strategies, this article breaks down how stories permeate BTS’s content, from music and videos to the Bangtan Universe and documentary films. The importance of transmedia storytelling and participatory audiences …
“Bangbangcon: The Live” - A Case Study On Live Performances And Marketing Strategies With The Korean-Pop Group “Bts” During The Pandemic Scenario In 2020, Cristina Freitas De Jesus
“Bangbangcon: The Live” - A Case Study On Live Performances And Marketing Strategies With The Korean-Pop Group “Bts” During The Pandemic Scenario In 2020, Cristina Freitas De Jesus
Asia Marketing Journal
In 2020, the unexpected pandemic scenario has led to a downfall of live concerts performances, after the government restriction for events and gatherings with a large number of people. The Korean-Pop (K-Pop) group BTS (Bangtan sonyeondan) also had their concert tour canceled in 2020. Therefore, the group came up with an innovative project to the music market, called “BangBangCon: The Live”, a live streaming paid concert held by the group, on June 14th, which achieved a Guinness World Record for most viewers during a paid music concert, in a live streaming format. It’s important, then, to study this …
Labour Of Love: Fan Labour, Bts, And South Korean Soft Power, Jasmine Proctor
Labour Of Love: Fan Labour, Bts, And South Korean Soft Power, Jasmine Proctor
Asia Marketing Journal
With the steady rise in global popularity of the Korean music group BTS, the South Korean government and surrounding industries have swiftly begun utilizing their image and international recognition for specific nation branding purposes. While K-pop soft power strategies are not novel to the South Korean state, what is new is the rapid speed at which BTS have become a beacon for South Korean culture, language, and symbolism in the international arena. However, few scholarly works have sought to investigate the role fans have played in this heightened position for the group as state representatives, with minimal research conducted into …
Connect, Bts: An Example Of Innovative Transmedia Branding To Rethink Spatiality And Meaning-Making, Stefania Piccialli
Connect, Bts: An Example Of Innovative Transmedia Branding To Rethink Spatiality And Meaning-Making, Stefania Piccialli
Asia Marketing Journal
This case study research analyzes the cross-artistic project Connect, BTS and its relationship to transmedia branding, meaning-making and spatiality. After an overview of the argument and a section on methodology, the reader will find the analysis of the case study. Thanks to the use of a qualitative approach, this examination of Connect, BTS unveils the ways in which this initiative becomes a location that allows a reconceptualization of space that fosters plurality, exchange, and subjectivity. Connect, BTS unites seemingly incompatible fields under one project, favoring the co-creation of meanings among different artists, BTS, ARMY (the group’s fans), business partners and …
Is Bts Different? Shared Episodes On Sns As A Good Indicator For Celebrity Endorsed Ad Effects, Kyunghee Bu, Whoe Whun Kim
Is Bts Different? Shared Episodes On Sns As A Good Indicator For Celebrity Endorsed Ad Effects, Kyunghee Bu, Whoe Whun Kim
Asia Marketing Journal
This study examines the effects of celebrity endorsed advertising from a new perspective of the prior research that emphasizes the matchup between the brand and the celebrity. Due to the recent sharing experiences of the celebrity and their fans on SNS, it is hypothesized that the shared stories would impact viewers’ responses that are often expressed in their likes, dislikes, shares and comments on SNS. In this study, the episodic type of advertising is hypothesized to have more favorable and active responses from viewers than the typical celebrity image-focused ads would have. By crawling and analyzing viewers’ responses on YouTube …
Globalizing The Mediheal Brand: L&P Cosmetic’S Collaboration With Bts, Ick Hyun Kwon
Globalizing The Mediheal Brand: L&P Cosmetic’S Collaboration With Bts, Ick Hyun Kwon
Asia Marketing Journal
L&P Cosmetic, the leading company selling mask packs on the global market, produces MEDIHEAL, the number-one best-selling mask pack brand in Korea and the best-selling imported mask pack brand in China (2017). The company pioneered the premium market for mask packs through its launch of premium mask packs in 2009, and has subsequently achieved outstanding success in Korea and China. Three key factors have contributed to the success of L&P Cosmetic: product leadership with R&D capability, strategic marketing programs tailored for each market segment, and operational excellence focusing on strategic outsourcing and partnership management. Nonetheless, globalization beyond the Chinese market …