Proceedings of the International Conference on Communication and Applied Technologies 2023 (ICOMTA 2023)

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The Fan Community of Korean Celebrities in Peru, as an Advertising Tool to Promote Various Brands, BTS Case

Authors
Mishelle Naysha Gargate Solis1, Melina Haydee Mezarina Castilla1, *
1School of Communications, Universidad Peruana de Ciencias Aplicadas, Prolongación Primavera 2390, 15023, Lima, Peru
*Corresponding author. Email: melina.mezarina@gmail.com
Corresponding Author
Melina Haydee Mezarina Castilla
Available Online 3 October 2023.
DOI
10.2991/978-94-6463-254-5_30How to use a DOI?
Keywords
Korean Celebrities; Hallyu Wave; Fans
Abstract

The objective of this research is to analyze the fan community of Korean celebrities in Peru, in its use as an advertising tool to promote various Peruvian brands. Such is the case of the musical group BTS, which has achieved great popularity worldwide, highlighting the influence of its fan community in Latin America. For this purpose, qualitative research methodology was used through semi-structured in depth interviews. The main results obtained were that the fan community in Peru of the musical group BTS has proven to be a key driver for the growth and commercial success of the alliances between BTS and the brands. This is mainly due to two factors: the accelerated purchase of products from these alliances, which sell out in a matter of hours, and the massive dissemination of this commercial movement on social networks. In short, Peruvian BTS fans are generating a significant impact on brands, both through their quick purchases and the online viralization of these commercial alliances. Therefore, it is important for Peruvian brands to recognize the potential of collaborating with these fan communities, as is the case of BTS, and to establish strategic alliances in the future.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Communication and Applied Technologies 2023 (ICOMTA 2023)
Series
Atlantis Highlights in Social Sciences, Education and Humanities
Publication Date
3 October 2023
ISBN
978-94-6463-254-5
ISSN
2667-128X
DOI
10.2991/978-94-6463-254-5_30How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Mishelle Naysha Gargate Solis
AU  - Melina Haydee Mezarina Castilla
PY  - 2023
DA  - 2023/10/03
TI  - The Fan Community of Korean Celebrities in Peru, as an Advertising Tool to Promote Various Brands, BTS Case
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2023 (ICOMTA 2023)
PB  - Atlantis Press
SP  - 302
EP  - 310
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-254-5_30
DO  - 10.2991/978-94-6463-254-5_30
ID  - GargateSolis2023
ER  -