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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2023.1
- 수록면
- 93 - 110 (18page)
- DOI
- 10.17287/kbr.2023.27.0.93
이용수
초록· 키워드
오류제보하기
BTS and Hybe have been incredibly successful in connecting with the MZ generation by presenting an authentic image that aligns with the desires of their fanbase. To do this, Hybe has embraced alternative forms of marketing that provide the consumer and company with equal benefits. This paper uses several case studies to analyze how Hybe has used three specific forms of marketing-content, experiential, and collaborative - to effectively leverage its marketing material to both advertise BTS and demonstrate a commitment to the shared ideals between the artist and ARMY.
Weverse Magazine is examined as an example of content marketing to show how it allows for transparency between artists and fans as well as increases consumer trust. For experiential marketing, the events of Permission to Dance in the City Las Vegas are analyzed to reveal how marketing can be mutually beneficial for both parties. Finally, for collaborative marketing, the paper looks at how BTS’ collaborations with groups such as UNICEF and Hyundai have allowed for explicit and actionable support for causes the band and ARMY care about.
These case studies will shed more light on the motivations behind these marketing decisions and illustrate the generation of a more genuine relationship between all parties.
Weverse Magazine is examined as an example of content marketing to show how it allows for transparency between artists and fans as well as increases consumer trust. For experiential marketing, the events of Permission to Dance in the City Las Vegas are analyzed to reveal how marketing can be mutually beneficial for both parties. Finally, for collaborative marketing, the paper looks at how BTS’ collaborations with groups such as UNICEF and Hyundai have allowed for explicit and actionable support for causes the band and ARMY care about.
These case studies will shed more light on the motivations behind these marketing decisions and illustrate the generation of a more genuine relationship between all parties.
목차
Ⅰ. Introduction and Research Questions
Ⅱ. Literature Review
Ⅲ. Content Marketing
Ⅳ. Experiential Marketing
Ⅴ. Collaborative Marketing
Ⅵ. Conclusion
REFERENCES
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