Development of the Online Activity Index of K-pop Fans

Youngsik Kwak (곽영식); Jae-Won Hong (홍재원); Nam, Yoon Jung (남윤정); Kang-Il Han (한강일); Kim mihee (김미희); Byeongmin Na (나병민); Xue Wang; HEFENG SONG (SONG HEFENG)

doi:10.9708/jksci.2021.26.09.201

Development of the Online Activity Index of K-pop Fans

Journal of The Korea Society of Computer and Information
Abbr : JKSCI
2021, 26(9), pp.201-212
DOI : 10.9708/jksci.2021.26.09.201
Publisher : The Korean Society Of Computer And Information
Research Area : Engineering > Computer Science
Received : August 24, 2021
Accepted : September 23, 2021
Published : September 30, 2021

Youngsik Kwak ¹, Jae-Won Hong ¹, Nam, Yoon Jung ², Kang-Il Han ³, Kim mihee ⁴, Byeongmin Na ¹, Xue Wang ¹, HEFENG SONG ¹

¹경상국립대학교
²비노컨설팅
³중국대외경제무역대학교
⁴목원대학교

Accredited

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

Citation status

* References for papers published after 2023 are currently being built.

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This paper was written with support from the National Research Foundation of Korea.

KJCKorea
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Journal of The Korea Society of Computer and Information 2023 KCI Impact Factor : 0.65

Development of the Online Activity Index of K-pop Fans

ABSTRACT

KEYWORDS

Citation status

* References for papers published after 2023 are currently being built.

Journal of The Korea Society of Computer and Information 2023 KCI Impact Factor : 0.65

Development of the Online Activity Index of K-pop Fans

ABSTRACT

KEYWORDS

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* References for papers published after 2023 are currently being built.