ScholarWorks@숙명여자대학교

초록

This study aims to explain and illustrate changes in the way pop groups have been managed and marketed over time using two exemplars, the Beatles and BTS, as examples of best practice in the 1960’s and in the modern era respectively. Our chosen groups both represent great success, but the approaches to marketing and management they represent differ markedly. How groups are marketed and in particular how relationships with fans are managed have also evolved. We explore and explain the latter using theory of parasocial interaction. BTS is the ultimate success of digital marketing in global level.

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