An Analysis of Social Network Strategies of K-pop : Focusing on Culture Marketing of BTS

Abstract

K-pop agencies and musicians have tried countless times to enter the U.S. market, the home of pop music, but the results have not been successful. However, this challenge has led to the successful and indirect experience of BTS. Based on this new cultural marketing, BTS simultaneously attempted domestic and foreign markets. As an agency for small and medium-sized enterprises. They tried to communicate directly with fans through SNS to get the successful result. The most important phenomenon is that fans quickly made BTS known to other users online by learning, sharing, and duplicating of BTS’s daily life, as well as the sound source of BTS through SNS. The key strategy is to operate BTS's social network service 24 hours a day, and the strategy of communicating with fans in real time without having to go to the U.S., Europe and Asia seems to have been successful in tours, broadcasts and radio shows. BTS's success strategy should be benchmarked not only in the cultural industry but also in the Korean industry. As the concept of communication with existing customers is seen as an offline special event, SNS communication strategies should be applied not only for the entertain industry but also for the development of culture marketing, which is main strategy to enter overseas markets.