Celebration of Scholars
#04: Will You Be My Friend?: How K-Pop Expanded Into the United States
Name:
Mia Ward
Major: Public Relations
Hometown: Grandview, MO
Faculty Sponsor: Colleen Palmer
Other Sponsors:
Type of research: Senior thesis
Abstract
This thesis examines the history of Korean Pop (K-Pop) to define strategies industry leaders utilized to expand the market of K-Pop music in the United States. The researcher analyzes existing studies to identify four main tactics: multi-domestic and transnational marketing strategies and persistent usage of social media to create awareness of the genre and to cultivate strong fan loyalty. This thesis also applies the Uses and Gratifications theory to examine why these strategies aided in successful market expansion. The researcher examines how meeting audience's needs of surveillance, cultural transmission, entertainment, and social interaction enabled people to gain interest in K-Pop; this maintained interest allows the industry to expand its market as companies gain and sustain money, public attention, and fans. This thesis reveals the importance of figuring out how to inform an audience of a foreign industry's existence and, in turn, gain an engaged audience and a place in international markets. As the world becomes increasingly connected, this thesis provides an example of how future industries can use similar tactics when introducing a foreign business or concept to other countries across the globe.Submit date: March 11, 2024, 5:42 p.m.