Matching Items (7)
Description
This paper will be exploring a marketing plan for a Kpop Fan artist, Jennifer Lee. Kpop is a genre of music originating from South Korea that provides a whole-package entertainment. Fan artists are producers who create produce for the consumption and purchase of other Kpop fans. The paper will consider segmentation and the products and platforms that best target them in order to maximize revenue. A survey was performed with a sample size of 314 participants to find out consumer behavior and preference as well as producer situation. Consumers come from both the United States and abroad. Customers come directly and almost exclusively from followers. Therefore, increasing the number of followers on Instagram is essential to increasing revenue. Jennifer has time, resource, and ability constraints, while the market has limited potential. The conclusion is that Jennifer should become more organized as a business. To grow her following, she should cater more towards the most popular fandoms (BTS), make art tutorials, consider collaborations, and better inform followers of her products/services available for purchase. The social media platforms key to marketing Jennifer's products are Instagram and Twitter. Other platforms to be used to increase exposure are Tumblr, Amino Apps, DeviantArt, Reddit, and YouTube. She must also declutter all of these virtual storefronts of unnecessary content to varying degrees in order to build ease of access and a trustworthy brand image. The best platforms for transaction is a personal store, RedBubble (a website that allows users to sell a variety of products with their uploaded images printed onto them), Patreon, and in-person at conventions.
ContributorsXu, Everest Christine (Author) / Eaton, Kathryn (Thesis director) / Ingram-Waters, Mary (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Korean popular music, commonly referred to as K-pop, has become globally popular through its dissemination on social media. The K-pop industry is known to adapt to, and capitalize on, the shifting landscape of social media ever since the early 2000s. Recent integration and utilization of livestream services on Facebook, Instagram, and YouTube have created a necessity for the K-pop industry to adapt to the dynamic landscape of social media in order to appeal to a growing transnational internet audience. In accommodating the shifting social media landscape, the relationships among K-pop fandoms, producers, and the performers, known as "idols," as well as the spaces in which they interact, have transformed. This transformation can be seen in the media content produced by fans and K-pop groups. Companies that manage K-pop groups and produce their music utilize livestreams to promote the idea that K-pop groups are accessible and relatable to fans. The idea that K-pop groups are accessible creates a dynamic that encourages fans to invest time, money, and subtitling skills into livestream apps like the V-app in order to support their favorite K-pop groups. Korean entertainment companies also use trainee competition shows to turn the trainee experiences into reality television shows, in which viewers' votes are a significant factor in determining winners. These shows encourage a co-dependent relationship between K-pop groups and the show's viewers. On YouTube, which has always been an important platform for global dissemination of K-pop, fan-produced media content, such as dance cover videos and reaction videos, are now contributing more to global popularity of K-pop. TWICE, a K-pop girl group, which is under contract with the prominent K-pop production company, JYP Entertainment, debuted through a trainee competition show and regularly participates in new practices on social media by connecting with fans on livestreaming videos, by hosting cover dance contests, and by promoting fan-reaction videos on YouTube. With the girl group, TWICE, as a case study, I delineate the complex interactions among fandom, Korean entertainment companies, and the K-pop groups. My analysis focuses on the interactions among those three parties in the social media. First, I assess how the K-pop industry utilizes trainee competition shows to foster fan attachment to the K-pop groups even before they debut as a process of commodification. I then examine fan-produced media content, using the cultural studies scholar, John Fiske's idea of productive fan culture, or "fan productivity," a concept that confers socio-cultural value to participation in fan-related activities. Finally, I use statistical analysis to compare how dissemination tools such as livestreams, dance cover videos, and reaction videos contribute to the growing popularity of TWICE.
ContributorsHuynh, Simon (Author) / Shin, Jiwon (Thesis director) / Noah, Aggie (Committee member) / Ross, Andrew (Committee member) / School of Social Transformation (Contributor) / School of Nutrition and Health Promotion (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
K-pop has become popular around the world, with over tens of millions of fans on Twitter. Little research has examined cyberbullying in online fan communities. This thesis study aims to examine (a) the pervasiveness of cyberbullying in the K-Pop fan community on Twitter, (b) the differences in how victims and witnesses of cyberbullying in the K-pop fandom respond to cyberbullying, and (c) how one’s identity as a fan factors into one’s response to cyberbullying. An online survey was sent out to 201 participants of K-pop fan community on Twitter, all of these participants were 18 years old or above. Participants reported their own experiences with cyberbullying and the extent to which they identify as a fan of K-pop. Findings show that (i) cyberbullying among adult members in the K-pop community was at least as prevalent as cyberbullying in children populations; (ii) no significant difference was found in how victims and witnesses were affected by cyberbullying as measured by the Center of Epidemiological Studies Depression scale; and (iii) fan identity and witness depression levels while witnessing cyberbullying were significantly related. Notably, victims had significantly stronger identification with the K-pop fan community than witnesses as measured by the Inclusion of Others in the Self scale and the Collective Self-Esteem scale. Victims were significantly less depressed at the time they took the survey than when they were cyberbullied, suggesting that victims might have recovered from their experiences with cyberbullying. Together, the findings of this study may inform future research, especially when addressing cyberbullying in adults and cyberbullying within fandoms.
ContributorsJones, Natalie (Author) / Kwan, Virginia Sau (Thesis director) / Cavanaugh-Toft, Carolyn (Committee member) / Department of Psychology (Contributor) / Barrett, The Honors College (Contributor)
Created2019-12
Description
A study and fanzine of fandom culture, as it pertains to Korean pop (also known as K-pop music), focusing primarily on fan interactions between idols (celebrities) and fans via online messaging platforms (such as Universe and Bubble) and how it shapes parasocial relationships, which lead to positives of connection and communication intimacy and negatives of safety and monetary concerns.
ContributorsMunson, Olivia (Author) / Ingram-Waters, Mary (Thesis director) / Dombrowski, Rosemarie (Committee member) / Barrett, The Honors College (Contributor) / School of Social Transformation (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor)
Created2022-05
Description
A study and fanzine of fandom culture, as it pertains to Korean pop (also known as K-pop music), focusing primarily on fan interactions between idols (celebrities) and fans via online messaging platforms (such as Universe and Bubble) and how it shapes parasocial relationships, which lead to positives of connection and communication intimacy and negatives of safety and monetary concerns.
ContributorsMunson, Olivia (Author) / Ingram-Waters, Mary (Thesis director) / Dombrowski, Rosemarie (Committee member) / Barrett, The Honors College (Contributor) / School of Social Transformation (Contributor)
Created2022-05
Description
A study and fanzine of fandom culture, as it pertains to Korean pop (also known as K-pop music), focusing primarily on fan interactions between idols (celebrities) and fans via online messaging platforms (such as Universe and Bubble) and how it shapes parasocial relationships, which lead to positives of connection and communication intimacy and negatives of safety and monetary concerns.
ContributorsMunson, Olivia (Author) / Ingram-Waters, Mary (Thesis director) / Dombrowski, Rosemarie (Committee member) / Barrett, The Honors College (Contributor) / School of Social Transformation (Contributor)
Created2022-05
Description
My research aimed to examine the marketing strategy of the popular K-Pop group BTS and how they've managed to globalize their music over the past few years. The analysis focuses on the 7 P's of marketing, and how their strategy has evolved over time. My research is in the form of a video and serves as a creative documentary analyzing their marketing strategy. The link to the creative project can be found in the appendix of the research paper.
ContributorsHinojosa, Serena (Author) / Dong, Xiaodan (Thesis director) / Lisjak, Monika (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2022-05