Variability, a Key Characteristic of the K-pop Concept: Building the Marketing Strategy of K-pop Idol Groups Through Fandom Vector, Feedback Loop, and Categorical Interpretation
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
This study examines the K-pop ‘concept’ from a management perspective, viewing it not as a cultural or artistic perspective with categoricalism but as a strategic approach tied to resource allocation, marketing, and sales. Unlike the previous research that asked how concepts change, this study focuses on why they change through arguing the change was analyzed as the variability, which is intentional and based on fandom vector, of K-pop concept from the changeability of it in the previous study. To do this, this study employs the causal model and feedback model with mathematical logic. And through cases of Brown Eyed Girls and PSY, it illustrates how deliberate concept shifts can boost concept effect and consumers’ engagement in the real market.
Abstract
This study examines the K-pop ‘concept’ from a management perspective, viewing it not as a cultural or artistic perspective with categoricalism but as a strategic approach tied to resource allocation, marketing, and sales. Unlike the previous research that asked how concepts change, this study focuses on why they change through arguing the change was analyzed as the variability, which is intentional and based on fandom vector, of K-pop concept from the changeability of it in the previous study. To do this, this study employs the causal model and feedback model with mathematical logic. And through cases of Brown Eyed Girls and PSY, it illustrates how deliberate concept shifts can boost concept effect and consumers’ engagement in the real market.