Browsing by Author "Santos, Margarida Casadinho dos"
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- How You Like That? The Success Factors of K-POP ARTISTS in Western CountriesPublication . Santos, Margarida Casadinho dos; Pacheco, NatáliaFor a long time, the Western music industry was dominated by Western artists. However, in recent years there has been a rapid increase in the popularity and presence of Eastern stars, especially K-Pop artists, breaking through to the West. Thus, the aim of this research is to understand what are the success factors that led to K-Pop’s popularity specifically in the West. Factors like reference groups, parasocial relationships, fan communities and user generated content were analyzed in order to understand if these are aspects that have an impact on this increased success. Interviews with 10 fans of this music genre were conducted to gather their perceptions and opinions regarding the topics subject of analysis. Through these interviews it was possible to understand that these fans create a very deep connection not only with their favorite artists but also with fellow fans and that this connection is the main driving force for their consumer behavior and the reason why they choose to support the artist by streaming music, buying albums, and promoting them to others outside of the fan community.