The K-Pop Wave: An Economic Analysis

Messerlin, Patrick; Shin, Wonkyu

doi:10.2139/ssrn.2294712

Cited by 9 publications

(10 citation statements)

References 3 publications

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“…While the influence of K-pop is significant in previous studies (e.g., Lee et al, 2015), it did not appear to have as much impact in this study. K-pop is heading for global success through dance and song (Messerlin & Shin, 2013), and one possible explanation for the insignificant result is that the metrosexual participants in this study may enjoy K-pop primarily for its music and choreography rather than its grooming aspects. This might be because the dance choreography is increasingly dynamic and engaging, perhaps more appealing than the grooming.…”

Section: Discussionmentioning

confidence: 74%

The Impact of Korean Wave on Malaysian Metrosexual Grooming Attitude and Behaviour: The Moderating Role of Visual Media Consumption

Sin¹

2020

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The study investigated the effects of Korean cultural products -namely drama, popular music, and celebrity -on Malaysian metrosexuals' attitudes to Korean grooming products and also their consumption behaviour. In this study, we developed a conceptual model depicting the relationships of critical variables deduced from the Cultural Diamond Model and the Theory of Reasoned Action (TRA). Acknowledging the influential role of media exposure in these relationships, we treated visual media consumption as a moderating variable. The effects were expected to vary according to the level of exposure to the Korean Wave from multiple visual media platforms. We conducted a multigroup structural equation modelled on data from an online survey of 205 Malaysian metrosexuals with low (N=57) and high (N=148) consumption rates of Korean Wave material. The results show that Korean cultural products, except popular music, significantly predict metrosexual grooming attitudes and behaviour. The study also found that high visual media consumption of Korean celebrity news contributes to favourable attitudes to and use of Korean grooming products. The research suggests that globally, metrosexuals might serve as the pioneers of an expanded market for the Korean grooming culture.

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Section: Discussionmentioning

confidence: 74%

The Impact of Korean Wave on Malaysian Metrosexual Grooming Attitude and Behaviour: The Moderating Role of Visual Media Consumption

Sin¹

2020

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“…Wave melibatkan puluhan grup K-pop, soloist, maupun band K-pop yang menduduki tanggatangga musik mancanegara secara berkala (Messerlin & Shin, 2013). Namun selama beberapa tahun tersebut K-pop masih belum dapat masuk ke dalam ranah musik mainstream.…”

Section: Selama Belasan Tahun Globalisasi K-pop Berkembang Pesat Melaunclassified

“…Agensi K-pop menerapkan strategi penciptaan nilai K-pop berupa rangkaian proses yang -oleh Profesor Lee Dong-yeon (SCMP: 2018) disebut dengan 'Idol Farm System'. Sebuah sistem penciptaan idol di mana agensi merekrut bakat-bakat yang menjanjikan sejak usia dini (mulai dari umur 9-11 tahun) dan melatih mereka secara intensif selama beberapa tahun -memberikan pelatihan bahasa, olah vokal, menari, dan menempatkan mereka dalam asrama (Messerlin & Shin: 2013 Terdapat lima jenis diferensiasi (Kotler, 2002), antara lain; (1) diferensiasi produk (product differentiton) yang berkaitan dengan fisik produk, (2) diferensiasi pelayanan (service differentiation) yang berkaitan dengan pelayanan yang menyertai produk, (3) diferensiasi personil (personnel differentiation) yang berkaitan dengan sumber daya manusia, (4) diferensiasi saluran (channel differentiation) yang berkaitan dengan jalur distribusi, dan (5) diferensiasi citra (image differentiation) yang berkaitan dengan citra maupun merek perusahaan.…”

Section: Selama Belasan Tahun Globalisasi K-pop Berkembang Pesat Melaunclassified

“…K-pop menyajikan diferensiasi baik dari segi produk maupun servis jika dibandingkan dengan musik mainstream (western music). Pada pertengahan tahun 1980-an, saat musik disco mulai menghilang dan Michael Jackson pensiun dari dunia hiburan, agensi K-pop mengambil kesempatan dengan menyasar segmen tampilan musik yang disertai koreografi dengan intensitas tinggi(Messerlin & Shin, 2013). Kemudian seiring perkembangan teknologi informasi, agensi hiburan Korea memanfaatkan YouTube sebagai media distribusi untuk mencapai konsumen global.…”

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Strategi Sukses K-Pop Memasuki Pasar Musik Mainstream: Bighit Entertainment, BTS, dan ‘Army’

Diari

Mahyuni

2019

JMB

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The purpose of this study is to identify the differentiation strategy of K-pop agency in the digital economic era, as well as the role of fans in their application. The focus of this research is on BigHit Entertainment the agency that manages the current phenomenal K-pop group, namely BTS; as well as the behavior of their fans. This descriptive qualitative research uses secondary data collected from articles and videos related to the agency, the group, and their fans; as well as observational data from social media, like Twitter. This research use Miles and Huberman model of analisys techniques which include data reduction, data presentation, and conclusion drawing. The results of analysis show that BigHit Entertainment applied the strategies of product differentiation, marketing channel differentiation and image differentiation in order to obtain competitive advantage. Those differentiation strategies is in line with the tactical steps of digital marketing that begin with an understanding of consumer behavior, and then continued with human-oriented marketing for brand attractiveness, content marketing for brand recognition, omnichannel marketing for brand commitment, and engagement marketing for brand affinity. During the process of strategy implementation, fans that mostly consist of young people and women played a major role as a good brand advocate and contents distributors.

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“…Simultaneously, the word 'K-Pop' itself refers to the music, the music made by South Korea in general and as a whole. The meaning of k-pop itself refers to South Korean pop music as music made by South Koreans for non-Koreans (Messerlin & Shin, 2013).…”

Section: Introductionmentioning

confidence: 99%

K-Pop's popularity strategy in the international arena

2021

Nusantara Science and Technology Proceedings

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This study aims to identify the successful strategy of K-pop music so that it can enter the global market from talent search to marketing. This study uses the literature review method, in this study we find that the success of the K-pop industry is the result of the strategy. such as in developing the talent of a girl band or boyband candidate using the "idol farm system" system, then using offline and online promotions. besides that the agency implemented and learned about the 4.0 marketing system. by seeking segmentation, performs 5 stages of methods of bringing in consumers, namely being aware, interested (appeal), seeking (ask), taking action (act), and supporting (advocate). Apart from the 5 approaches, there are 4 stages in marketing music, namely introducing 4.0 consumers, then doing human-oriented marketing, then doing online and offline marketing, and engagement marketing for brand affinity. To enter the international market, K-pop already has many advantages because it already has its genres and characteristics, in K-pop music also contains modernized traditional elements.

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The K-Pop Wave: An Economic Analysis

Cited by 9 publications

References 3 publications

The Impact of Korean Wave on Malaysian Metrosexual Grooming Attitude and Behaviour: The Moderating Role of Visual Media Consumption

The Impact of Korean Wave on Malaysian Metrosexual Grooming Attitude and Behaviour: The Moderating Role of Visual Media Consumption

Strategi Sukses K-Pop Memasuki Pasar Musik Mainstream: Bighit Entertainment, BTS, dan ‘Army’

K-Pop's popularity strategy in the international arena

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