Cruz, LuísPatrícia Portugal Marques de Carvalho Lourenço, Patricia2018-05-042018-05-042015-05-08http://hdl.handle.net/10400.26/22742K-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.porDigital 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 Fansmaster thesis201162288