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Publication
K-Pop Music Digital Marketing Role in Brazil; case study: Kim Hyun Joong
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| 4.03 MB | Adobe PDF |
Advisor(s)
Abstract(s)
K-Pop is hugely promoted offline/online in East Asia, while efforts to promote it
elsewhere are kept to a minimum. Whilst addressing the role of digital marketing in the
promotion of K-Pop in the Brazilian music industry this MSc dissertation aims to
demonstrate that if K-Pop thinks globally and acts locally in their marketing and
communication strategies they will provide their audience with a unique and engaging
experience. A case study analysis of Korean Pop star Kim Hyun Joong including a
broad survey of K-Pop world fan base and Kim Hyun Joong’s fans specifically was
carried out online with 1169 fans to determine the validity of the hypothesis. The results
have demonstrated the need to adapt global strategies to local markets in order to
increase brand awareness and maximize profits.
Description
Keywords
Digital Marketing, Intercultural Communication, Social Media, Web An alytics Online, branding Online, Reputation Management, Music Promotion K-Pop Korean Music, Kim Hyun-Joong, Brazilian Music Industry, Music Fans