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http://dx.doi.org/10.9708/jksci.2021.26.09.201

Development of the Online Activity Index of K-pop Fans  

Kwak, Young-Sik (Dept. of Business, Gyeongsang National University)
Hong, Jae-Won (Dept. of Global Trade, Gyeongsang National University)
Nam, Yoon-Jung (Vino Consulting)
Han, Kang-Il (Dept. of International Education, University of International Business and Economics)
Kim, Mi-Hee (Industry-University Cooperation Foundation, Mokwon University)
Na, Byeong-Min (Dept. of Business, Gyeongsang National University)
Wang, Xue (Dept. of Business, Gyeongsang National University)
Song, He-Feng (Dept. of Business, Gyeongsang National University)
Publication Information
Journal of the Korea Society of Computer and Information / v.26, no.9, 2021 , pp. 201-212 More about this Journal
Abstract
This study aims to empirically measure K-pop fans' content and the extent of online activities. To achieve the purpose of the study, the researchers identify the statistically significant online activities that determine the intensity of fan attachment toward K-pop artists. Further, the research confirms the relative importance of various meaningful online activities. Consequently, we can develop the K-pop Online Activity Index (KOAI) model and apply it to this index model empirically for each respondent. We found that the model consists of five online activities of K-pop fans: whether joining the fan club or not, whether paying per view V live+ or not, whether watching VODs associated with artists or not, the degree of fan club writing, the degree of watching a lot on YouTube to improve the value of my artists. This study has practical significance in that it allows K-pop marketers to improve their marketing performance by providing content that will enable them to more efficiently and effectively allocate marketing resources to various online activities to get fan responses. It allows accumulating academic knowledge to understand the behavior in the field of online behavior for K-pop fans.
Keywords
K-pop; Fan industry; Fandom; Online activity; Fan marketing; Marketing performance;
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