• The Journal of the Korea Contents Association
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• v.22 no.2
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• pp.605-616
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• 2022

Given that the current Idol fandom has been enormously affected by the development of digital technology such as the Internet, mobile or social media, this study explored how generational fandom culture has been shifted depending on the fandom's use of differential online platforms and services, i.e., online community vs. social network services. The survey results indicate that 3^rd generation fandom showed significantly greater intimacy, greater attachment/worship, greater similarity toward Idol stars as well as greater fandom loyalty and greater fandom identity than 1^st and 2^nd generation fandom. Similarly, compared to online community centered fandom, social network centered fandom showed greater intimacy, greater attachment/worship, greater similarity as well as greater fandom loyalty and identity than community-centered fandom.

• Proceedings of the Korea Contents Association Conference
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• 2019.05a
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• pp.37-38
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• 2019

최근 인터넷 기반의 웹 2.0의 시작으로 정보나 콘텐츠를 누구나 이용할 수 있는 인터넷환경이 제공되었다. 특히 소셜미디어를 통해 빠르게 공통관심사를 공유할 수 있는 커뮤니티를 구성하고 있으며, 온라인에서의 공동체는 개인의 정체성과 집단적 정체성을 교차하는 영역을 이루고 있다. 이러한 온라인 공동체에서 팬덤은 참여가 높고 사적 수준에서 결속력이 강한 공동체를 형성하는 집단이라고 할 수 있다. 본 연구는 이러한 문화 현상에서 유대관계가 강하게 형성된 '팬덤'이라는 이용자를 대상으로 이용동기 요인과 이에 따른 스타와의 상호작용을 통해 형성되는 커뮤니티의 충성도에 어떠한 영향을 미치는가를 알아보고자 한다. 커뮤니티 사례의 내용분석을 통해 팬덤의 일반화된 이용동기에 관해 살펴봄으로써 커뮤니티의 사용자 측면에서 시사점을 제시하고자 하였다.

• Journal of Korea Entertainment Industry Association
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• v.13 no.3
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• pp.13-25
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• 2019

Since reaching the top in the Billboard Main Album Chart 'Billboard 200' with Love Yourself: Tear in May of 2018, BTS once again took first place after just three months in the 'Billboard 200'(September 3, 2018) with the repackaged album Love Yourself: Answer. It opened the doors to the 'Hallyu 4.0' by conquering the main Billboard Chart with a song sung in Korean. BTS rose to the top on the 'Billboard 200' twice, thus being recognized globally for their musical talent(song, dance, promotion, etc.), and took their place in the mainstream music market of the world. BTS moved away from intuitive interaction such as mysticism, abnormality, irregularity, etc. but instead created their own world(BTS Universe) with fans around the world through two-directional communication such as consensus, sharing and co-existence. They are recognized as artists that went beyond being an idol group that simply released a few hit songs that had now elevated popular music to a new form of art. In result, they retained a highly loyal global fan base(A.R.M.Y.) and they are continuously creating good influence with them. This study analyzed the success factors of BTS using the S-M-C-R-E model as follows. ① Sender: BTS'7-person 7-colors fantasy and 'All-in-one storytelling' strategy of producer Bang Shi-hyuk ② Message: Create global consensus of 'you' rather than 'me' ③ Channel: Created real-time common grounds with global fans through social network platforms such as Youtube, Facebook and Instagram ④ Receiver: Formed highly loyal global fandom(A.R.M.Y.) that extends outside of Korea and Asia ⑤ Effect: Created additional economic value and spread good influence

• Korean journal of communication and information
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• v.81
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• pp.272-298
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• 2017

This study aims at understanding Korean fans who are also one of the most inquisitive consumers of the Korean pop products. For this purpose, it examines how Korean fandom perceives the procedures of the K-pop's globalization and constructs different perspectives of foreign fans. Firstly, it examines Korean fandom's the national pride as the K-pop expands to the global markets. Secondly, it explores how the Korean fandom rationalizes its possessive instinct while the global fans and markets becomes increasingly important. Finally, it explores how the Korean fandom constructs the different perceptions on foreign fans. In order to observe korean fans' thoughts and activities, it participates in the interactions in the tweeters and an online community. The Korean fans' perspective reflects both on individual tastes and the social dimensions in which fans live through. Through the lens of the Korean fandom, this study attempts to explicate the Korean fans' perception on foreign fans, which reflects another dimension of the K-pop's globalization.

• Journal of Korea Entertainment Industry Association
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• v.13 no.3
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• pp.351-361
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• 2019

The objective of this article is to identify an alternative strategy for brand marketing through a case study of the Korean boy band BTS, which has recently seen a huge success in the global music scene. BTS has actively used transmedia storytelling as a tool to survive in the competitive music market. Transmedia storytelling refers to stories that are expanded across different media platforms, engaging audiences to explore from one medium to another to undergo multiple experiences. It gives audiences various ways of enjoying cultural content and participating in cultural content production through numerous media outlets. BTS has established and spread its fictional universe through albums, music videos, short films and webtoons, and has launched diverse projects where fans actively share, create, and play with their content. By inviting fans to actively participate in and interact with the BTS universe spreading through multiple media platforms, BTS can keep its fans engaged and energized. These activities have generated an emotional bond between BTS and their fans, which further leads to a worldwide fandom, based not on a producer-customer relationship but on mutual trust. The BTS case demonstrates the potential of transmedia storytelling as a useful benchmark to provide a positive brand experience for customers, which eventually enhances brand attachment and brand loyalty.