K-Pop Music Digital Marketing Role in Brazil; case study: Kim Hyun Joong

Detalhes bibliográficos
Autor(a) principal: Patrícia Portugal Marques de Carvalho Lourenço, Patricia
Data de Publicação: 2015
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.26/22742
Resumo: K-Pop is hugely promoted offline/online in East Asia, while efforts to promote it elsewhere are kept to a minimum. Whilst addressing the role of digital marketing in the promotion of K-Pop in the Brazilian music industry this MSc dissertation aims to demonstrate that if K-Pop thinks globally and acts locally in their marketing and communication strategies they will provide their audience with a unique and engaging experience. A case study analysis of Korean Pop star Kim Hyun Joong including a broad survey of K-Pop world fan base and Kim Hyun Joong’s fans specifically was carried out online with 1169 fans to determine the validity of the hypothesis. The results have demonstrated the need to adapt global strategies to local markets in order to increase brand awareness and maximize profits.
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spelling K-Pop Music Digital Marketing Role in Brazil; case study: Kim Hyun JoongDigital Marketing, Intercultural Communication, Social Media, Web An alytics Online, branding Online, Reputation Management, Music Promotion K-Pop Korean Music, Kim Hyun-Joong, Brazilian Music Industry, Music FansK-Pop is hugely promoted offline/online in East Asia, while efforts to promote it elsewhere are kept to a minimum. Whilst addressing the role of digital marketing in the promotion of K-Pop in the Brazilian music industry this MSc dissertation aims to demonstrate that if K-Pop thinks globally and acts locally in their marketing and communication strategies they will provide their audience with a unique and engaging experience. A case study analysis of Korean Pop star Kim Hyun Joong including a broad survey of K-Pop world fan base and Kim Hyun Joong’s fans specifically was carried out online with 1169 fans to determine the validity of the hypothesis. The results have demonstrated the need to adapt global strategies to local markets in order to increase brand awareness and maximize profits.Cruz, LuísRepositório ComumPatrícia Portugal Marques de Carvalho Lourenço, Patricia2018-05-04T10:40:49Z2015-05-082015-05-08T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.26/22742TID:201162288porinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-02-04T13:42:08Zoai:comum.rcaap.pt:10400.26/22742Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T02:08:21.307313Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv K-Pop Music Digital Marketing Role in Brazil; case study: Kim Hyun Joong
title K-Pop Music Digital Marketing Role in Brazil; case study: Kim Hyun Joong
spellingShingle K-Pop Music Digital Marketing Role in Brazil; case study: Kim Hyun Joong
Patrícia Portugal Marques de Carvalho Lourenço, Patricia
Digital Marketing, Intercultural Communication, Social Media, Web An alytics Online, branding Online, Reputation Management, Music Promotion K-Pop Korean Music, Kim Hyun-Joong, Brazilian Music Industry, Music Fans
title_short K-Pop Music Digital Marketing Role in Brazil; case study: Kim Hyun Joong
title_full K-Pop Music Digital Marketing Role in Brazil; case study: Kim Hyun Joong
title_fullStr K-Pop Music Digital Marketing Role in Brazil; case study: Kim Hyun Joong
title_full_unstemmed K-Pop Music Digital Marketing Role in Brazil; case study: Kim Hyun Joong
title_sort K-Pop Music Digital Marketing Role in Brazil; case study: Kim Hyun Joong
author Patrícia Portugal Marques de Carvalho Lourenço, Patricia
author_facet Patrícia Portugal Marques de Carvalho Lourenço, Patricia
author_role author
dc.contributor.none.fl_str_mv Cruz, Luís
Repositório Comum
dc.contributor.author.fl_str_mv Patrícia Portugal Marques de Carvalho Lourenço, Patricia
dc.subject.por.fl_str_mv Digital Marketing, Intercultural Communication, Social Media, Web An alytics Online, branding Online, Reputation Management, Music Promotion K-Pop Korean Music, Kim Hyun-Joong, Brazilian Music Industry, Music Fans
topic Digital Marketing, Intercultural Communication, Social Media, Web An alytics Online, branding Online, Reputation Management, Music Promotion K-Pop Korean Music, Kim Hyun-Joong, Brazilian Music Industry, Music Fans
description K-Pop is hugely promoted offline/online in East Asia, while efforts to promote it elsewhere are kept to a minimum. Whilst addressing the role of digital marketing in the promotion of K-Pop in the Brazilian music industry this MSc dissertation aims to demonstrate that if K-Pop thinks globally and acts locally in their marketing and communication strategies they will provide their audience with a unique and engaging experience. A case study analysis of Korean Pop star Kim Hyun Joong including a broad survey of K-Pop world fan base and Kim Hyun Joong’s fans specifically was carried out online with 1169 fans to determine the validity of the hypothesis. The results have demonstrated the need to adapt global strategies to local markets in order to increase brand awareness and maximize profits.
publishDate 2015
dc.date.none.fl_str_mv 2015-05-08
2015-05-08T00:00:00Z
2018-05-04T10:40:49Z
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.26/22742
TID:201162288
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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