Transculturación: Análisis las estrategias de comunicación y marketing que utiliza el fenómeno bangtan hacia sus públicos

Abstract

Bangtan has achieved an unprecedented impact on the music scene in recent years, blending Korean cultural elements with influences from different countries and cultures, making their music and audiovisual products capture the attention of thousands of fans worldwide, turning them into the cultural phenomenon that the are today. Furthermore, their social media and digital platforms have been essential in their communication and marketing strategy, as they’re used to maintain a close relationship with their followers, generating a united global community around their music and values. The objective of the following research is to analyze the impact of the communication strategies into a South Korean group Bangtan (BTS) on its diverse audiences. A quantitative and qualitative methodology was employed, which included online surveys of 216 fans of the group, as well as interviews with fanbase leaders and the cultural representative of the South Korean Embassy in Ecuador. Through this analysis, it has been revealed that Bangtan's communication and marketing strategies have been fundamental to their international projection and the establishment of a strong emotional bond with their followers. Their comprehensive approach, authenticity, adaptability, and active presence on social media are key elements that could serve as a reference for the entertainment industry in the future