Research on the Success Factors of Kpop Globalization

DOI

10.2991/978-2-38476-382-5_85How to use a DOI?

Keywords

Kpop; globalization; cultural localization; digital marketing

Abstract

The success of Kpop has attracted considerable attention from both scholars and practitioners. In this study, I examine the key factors driving the success of Kpop. I find that advertising exposure, TikTok video views, and cultural localization strategies are positively associated with the expansion of Kpop fan bases. This study provides implications for marketing strategies and fan engagement practices that can further enhance the global influence and loyalty of Kpop fan communities.

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  - Yiming Linghu
PY  - 2025
DA  - 2025/03/28
TI  - Research on the Success Factors of Kpop Globalization
BT  - Proceedings of the 2024 International Conference on Social Sciences and Educational Development (ICOSSED 2024)
PB  - Atlantis Press
SP  - 884
EP  - 897
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-382-5_85
DO  - 10.2991/978-2-38476-382-5_85
ID  - Linghu2025
ER  -