Transmedia Storytelling in K-pop: Emotional Branding, Fan Participation, and Narrative Coherence in the Construction of Idol Identity

DOI

10.2991/978-94-6463-868-4_32How to use a DOI?

Keywords

K-pop; Transmedia Storytelling; Brand Identity; Fan Engagement; Narrative Coherence; Emotional Branding

Abstract

This study explores how K-pop groups use transmedia storytelling to construct and promote their brand identity. Drawing on a hermeneutic phenomenological framework, it analyzes both campaign content and fan interpretations to understand how narrative coherence, emotional engagement, symbolic elements, and participatory culture shape audience perceptions. Through semi-structured interviews, a survey with K-pop fans, the analysis of representative transmedia campaigns (e.g., BTS Universe, EXO Planet, Aespa’s KWANGYA), the study finds that storytelling across platforms enhances brand authenticity, fosters emotional identification, and empowers fans as co-creators of meaning. The findings contribute to the literature on fandom studies, emotional branding, and media convergence by demonstrating how narrative ecosystems in the music industry foster long-term loyalty and cultural relevance. Implications are discussed for both scholars and practitioners in marketing and communication.

Copyright

© 2025 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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TY  - CONF
AU  - Daniela Salinas
AU  - Francisco Arbaiza
PY  - 2025
DA  - 2025/10/22
TI  - Transmedia Storytelling in K-pop: Emotional Branding, Fan Participation, and Narrative Coherence in the Construction of Idol Identity
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2025 (ICOMTA 2025)
PB  - Atlantis Press
SP  - 350
EP  - 359
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-868-4_32
DO  - 10.2991/978-94-6463-868-4_32
ID  - Salinas2025
ER  -