Breaking the Borders: Marketing Techniques in the K-Pop Industry GOT7 Case Study.
Publication Date: 22/07/2025
Author(s): Kalani Rajapakshe Pathirannahelage, Uma Padmini Ema, Francis Chukwuedo Achi, Bilal Zaghmout.
Volume/Issue: Volume 8, Issue 2 (2025)
Page No: 126-140
Journal: British Journal of Management and Marketing Studies (BJMMS)
Abstract:
Korean Pop music has made a name for itself worldwide within a short time, and the study aims to explore the marketing strategies used by the Korean pop music industry to become a worldwide sensation, focusing on the case of the boy band GOT7. The social identity theory explained fan loyalty, and the Parasocial Interaction Theory clarified fans' single-sided devotion to idols. The Transmedia Storytelling Theory examines how different media channels can be used to communicate with audiences. The data was collected by an online survey with 500 samples representing global K-pop fans. The study emphasizes that fostering a sense of community and belonging among fans by the industry's use of social networking sites, personalized messages, and fan service to cultivate emotional connections with fans has contributed to the success. Furthermore, excessive parasocial interaction may have drawbacks in the long term; hence, finding more sustainable marketing strategies is a necessity within the industry. The study suggests key strategies for international market success in terms of social identity theory, parasocial interaction theory and transmedia storytelling theory, which collectively promote brand loyalty, audience growth, and sustainable success in the global market.
Keywords:
K-pop, Parasocial interaction theory, Social identity theory, Transmedia storytelling, Brand loyalty, Relationship marketing.
