The Future of K-Fandom: Strategies for Achieving Digital Leadership in the Virtual World

• 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: PDF
• 발행일자: 2023.08.31

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

키워드

virtual influencer attractiveness specialization similarity with self-image K-wave social media