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Product cover image for BTS: Success and Risk with Fans and Influencers on Social Media

BTS: Success and Risk with Fans and Influencers on Social Media

Daegon Cho; Sunghan Ryu

Product #:9B21E010
Supplier:Ivey
Discipline:Information Systems
Setting:South Korea, United States, 2019
Details:Note (PDF) • 16 pages • 2021-05-13

Subjects:

Technology and analyticsInformation systems

Industries:

Media, entertainment, and professional sports

Geography:

AsiaNorth AmericaSouth KoreaUnited States
Your Price:$9.71

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Korean pop music (K-pop), once limited to an Asian market, broke its cultural boundaries and became global in 2012 when Psy’s song-and-dance video “Gangnam Style” went viral around the world. The subsequent global success of the Korean idol boy band BTS confirmed that K-pop had a place in an international music market. With international performances and major US awards since its debut in 2013, BTS was carefully analyzed by those who wanted to identify the reasons for its success. Factors such as the band’s active use of social media and quality transgenerational content were commonly identified, but media reports pointed mainly to the influence of the band’s fan group, or ARMY, and its social media influencers, known as hommas, as reasons for BTS’s success. Big Hit Entertainment (Big Hit), BTS’s talent agency, needed to sustain the band’s unprecedented success. What should Big Hit consider in developing a sustainable competitive advantage in a global music market increasingly taking advantage of new media?

Learning Objectives

The note was developed for an undergraduate- or graduate-level course on international business, social media, and marketing or managing creative businesses in the entertainment industry. After reading the note and answering the assignment questions, students will be able to do the following:
  • Explain how creative businesses are moving forward in the digital era.
  • Identify and describe a firm’s strategies in response to a changing external environment.
  • Explain how influencer marketing works, both on the Internet and on social media.
  • Explain the meaning and risk of hyper-connected society and influencers.
  • Identify the challenges of maintaining sustainable growth in creative businesses.
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Note: BTS: Success and Risk with Fans and Influencers on Social Media (English version) | Ivey Publishing