The Fan Community of Korean Celebrities in Peru, as an Advertising Tool to Promote Various Brands, BTS Case

Abstract

The objective of this research is to analyze the fan community of Korean celebrities in Peru, in its use as an advertising tool to promote various Peruvian brands. Such is the case of the musical group BTS, which has achieved great popularity worldwide, highlighting the influence of its fan community in Latin America. For this purpose, qualitative research methodology was used through semi-structured in depth interviews. The main results obtained were that the fan community in Peru of the musical group BTS has proven to be a key driver for the growth and commercial success of the alliances between BTS and the brands. This is mainly due to two factors: the accelerated purchase of products from these alliances, which sell out in a matter of hours, and the massive dissemination of this commercial movement on social networks. In short, Peruvian BTS fans are generating a significant impact on brands, both through their quick purchases and the online viralization of these commercial alliances. Therefore, it is important for Peruvian brands to recognize the potential of collaborating with these fan communities, as is the case of BTS, and to establish strategic alliances in the future.