학술논문
The Future of K-Fandom: Strategies for Achieving Digital Leadership in the Virtual World
이용수 54
- 영문명
- The Future of K-Fandom: Strategies for Achieving Digital Leadership in the Virtual World
- 발행기관
- 한국상품학회
- 저자명
- 이희정
- 간행물 정보
- 『상품학연구』제41권 제4호, 95~102쪽, 전체 8쪽
- 주제분류
- 경제경영 > 경영학
- 파일형태
- 발행일자
- 2023.08.31
4,000원
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국문 초록
영문 초록
The Korean Wave, or “K-wave“, has gained worldwide attention due to the growing popularity of Korean culture, including K-pop music, K-dramas, and Korean cuisine. The Korean Wave, or “K-wave”, has gained significant attention worldwide in recent years due to the growing popularity of Korean culture, including K-pop music, K-dramas, and Korean cuisine. The success of K-pop groups like BTS and Blackpink, as well as the growing demand for Korean dramas on streaming platforms, has contributed to the expansion of the K-wave into new markets. However, the K-wave faces challenges in maintaining its growth trajectory and remaining competitive in the face of increasing competition from other countries' cultural exports and changing consumer preferences. Virtual humans can be used to create unique experiences for fans that are not limited by physical constraints. For example, MetaVerse Entertainment has already unveiled the highlight of MAVE:'s debut album, Pandora, on their official website. Virtual human celebrities are becoming an increasingly significant aspect of Korean culture, and this study highlights the importance of perceived attractiveness, source-credibility, and similarity in virtual celebrity marketing. A total of 208 survey responses were collected through the research firm Ebrain from individuals under 40 years old who were familiar with virtual influencer Rozy and social media. The study found that virtual humans with appealing physical features and a high level of specialization in a particular field can attract and engage audiences, leading to a greater likelihood of intention to visit for promoted services. Additionally, consumers tend to relate more positively to virtual celebrities who resemble themselves, highlighting the importance of similarity with a consumer's self-image. The study also emphasizes the importance of storytelling and emotional engagement in cultivating long-term fandom for virtual celebrities. Future research should explore the potential impact of virtual human celebrities across different age groups and industries to fully understand their potential to drive the Hallyu wave in Ko
목차
Ⅰ. Introduction
Ⅱ. Theoretical Background
Ⅲ. Data Analysis
Ⅳ. Conclusions
Reference
해당간행물 수록 논문
- Effects of the Cultural Appropriation on the Country of Origin Effect: Focusing on the Difference between International Students vs. Local Fans
- The Influence of K-wave on Product Purchase in the United States: The Role of Psychological Distance
- K-Games to Be Korean Wave: Its Cultural And Artistic Significance
- Is the Hallyu Truly Global? A Country Branding Perspective
- 한국 웹툰 플랫폼의 섬네일 특징이 웹툰 선택에 미치는 영향
- The Future of K-Fandom: Strategies for Achieving Digital Leadership in the Virtual World
- A Study on Hallyu Tourism Revitalization Model: Focusing on the Case of Jeju Island
- A Study of the Diffusion of Hallyu in South America
- Future of Hallyu: Hallyu 5.0
- 한류문화의 지속가능성 제고에 관한 연구
- K-스크린골프산업에서 스크린골프장 관계마케팅 전략과 재방문 의사의 관계에서 고객만족의 조절효과 연구
- ESG Competences of K-shopping Platforms: Coupang, Kurly, and SSG.com
- K- Forest Therapy: Brand Equity Perspectives
- The Origins of K-Pop: Hyangga
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