Targeted Marketing Communication of the K-Pop Music Genre and Its Economic Impact

Show simple item record
dc.contributor.authorHommerová, Dita
dc.contributor.authorUrbaníková, Julie
dc.contributor.editorKresa, Zdeněk
dc.date.accessioned2026-01-22T09:38:16Z
dc.date.available2026-01-22T09:38:16Z
dc.date.issued2025
dc.description.abstract-translatedThis article examines the marketing communication strategies employed by the K-pop industry and explores the perception of this musical genre in the Czech Republic. A comprehensive study involving surveys with Czech audiences examines how K-pop’s distinctive marketing approaches, characterized by high production values, visually engaging content, and strategic social media utilization, influence its reception in a non-native market. The study reveals that K-pop’s success in the Czech Republic can be attributed to its innovative digital engagement and the vibrant fan communities that have emerged locally. Through this research study, we aim to elucidate the essence of K-pop, its global marketing strategies, and its economic impact on a selected market where it has not yet achieved the prominence seen in other international destinations. Additionally, the study highlights how these marketing activities and economic impacts could inspire similar or follow-up research, contributing to a broader understanding of K-pop’s global influence and its potential for growth in emerging marketsen
dc.description.sponsorshipSVK1-2025-002 XB-CON, SGS-2024-031en
dc.format23 s.cs
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.24132/ZCU.XB-CON.2025.398-420
dc.identifier.isbn978-80-261-1341-6 (print)
dc.identifier.isbn978-80-261-1342-3 (online)
dc.identifier.urihttp://hdl.handle.net/11025/64517
dc.language.isoenen
dc.publisherUniversity of West Bohemia in Pilsenen
dc.rights© University of West Bohemia in Pilsenen
dc.rights.accessopenAccessen
dc.subjectekonomický dopadcs
dc.subjecthudební žánr K-popcs
dc.subjectmarketingová komunikacecs
dc.subjectcílenícs
dc.subject.translatedeconomic impacten
dc.subject.translatedK-pop music genreen
dc.subject.translatedmarketing communicationen
dc.subject.translatedtargetingen
dc.titleTargeted Marketing Communication of the K-Pop Music Genre and Its Economic Impacten
dc.typekonferenční příspěvekcs
dc.typeconferenceObjecten
dc.type.statusPeer revieweden
dc.type.versionpublishedVersionen
local.files.count2*
local.files.size6390734*
local.has.filesyes*

Files

Original bundle
Showing 1 - 2 out of 2 results
No Thumbnail Available
Name:
978-80-261-1342-3-408-430.pdf
Size:
1.24 MB
Format:
Adobe Portable Document Format
Download
No Thumbnail Available
Name:
978-80-261-1342-3-uvod.pdf
Size:
4.85 MB
Format:
Adobe Portable Document Format
Download
License bundle
Showing 1 - 1 out of 1 results
No Thumbnail Available
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download

Collections

Opportunities and Threats to Current Business Management in Cross-border Comparison 2025