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

Abstract

This 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 markets.