TY - GEN
T1 - Korean pop takes off! Social media strategy of Korean entertainment industry
AU - Ahn, Joongho
AU - Oh, Sehwan
AU - Kim, Hyunjung
PY - 2013
Y1 - 2013
N2 - The Korean Wave (K-wave), or Hallyu, referred as 'the phenomenon of Korean pop culture, such as TV dramas, films, pop music, fashion, and online games being widely embraced and shared among the people of Japan., China, Hong Kong, Taiwan, and other Asian countries'. After the drama-oriented craze of the first K-wave, Korean pop music (shortly K-pop) took the integral part of the second K-wave. In addition, with the rapid spread of social media like YouTube and Twitter, K-pop has expanded its fandom outside of Asia to the West. The world-wide success of K-pop contributes to improve the 'Korea' image and make a positive impact on Korean economy. It is reported that around 1,000 entertainment agencies are active in Korea, while there exist the 'big three' record labels and entertainment agencies: SM Entertainment, YG Entertainment and JYP Entertainment. In this case, we address the world-wide phenomenon of K-pop popularity and the role of social media on recent boom of K-pop. Focusing the major agencies above, we present lessons on how to manage social media strategically: align strategic business model with social media; maximize various social media channels; engage customers with on-and offline promotions; and stimulate audience with exclusive contents.
AB - The Korean Wave (K-wave), or Hallyu, referred as 'the phenomenon of Korean pop culture, such as TV dramas, films, pop music, fashion, and online games being widely embraced and shared among the people of Japan., China, Hong Kong, Taiwan, and other Asian countries'. After the drama-oriented craze of the first K-wave, Korean pop music (shortly K-pop) took the integral part of the second K-wave. In addition, with the rapid spread of social media like YouTube and Twitter, K-pop has expanded its fandom outside of Asia to the West. The world-wide success of K-pop contributes to improve the 'Korea' image and make a positive impact on Korean economy. It is reported that around 1,000 entertainment agencies are active in Korea, while there exist the 'big three' record labels and entertainment agencies: SM Entertainment, YG Entertainment and JYP Entertainment. In this case, we address the world-wide phenomenon of K-pop popularity and the role of social media on recent boom of K-pop. Focusing the major agencies above, we present lessons on how to manage social media strategically: align strategic business model with social media; maximize various social media channels; engage customers with on-and offline promotions; and stimulate audience with exclusive contents.
KW - entertainment agencies
KW - K-pop
KW - social media
UR - http://www.scopus.com/inward/record.url?scp=84885392278&partnerID=8YFLogxK
U2 - 10.1109/ICSSSM.2013.6602528
DO - 10.1109/ICSSSM.2013.6602528
M3 - Conference contribution
AN - SCOPUS:84885392278
SN - 9781467348430
T3 - 2013 10th International Conference on Service Systems and Service Management - Proceedings of ICSSSM 2013
SP - 774
EP - 777
BT - 2013 10th International Conference on Service Systems and Service Management - Proceedings of ICSSSM 2013
T2 - 2013 10th International Conference on Service Systems and Service Management, ICSSSM 2013
Y2 - 17 July 2013 through 19 July 2013
ER -