Exploring the Digital Wave: Social Media Strategies in K-Pop Influence on Fan Engagement and Artist Promotion

Abstract

The exponential rise of K-pop as a global cultural phenomenon is tightly interwoven with the strategic use of social media, which has transformed the dynamics of fan engagement and artist promotion. This study explores the various social media strategies employed by K-pop agencies and their effects on cultivating a global fan base and enhancing artist visibility. Employing a qualitative approach, the research gathered insights from K-pop fans through in-depth interviews, offering a fan-centric perspective on the effectiveness of social media in shaping fan experiences. The findings highlight that platforms like Twitter, Instagram, and TikTok enable real-time interactions and foster a sense of community across geographical boundaries. Strategies such as interactive content, targeted advertising, and SEO optimization were found to significantly enhance fan engagement and drive artist recognition. However, challenges like misinformation, fan harassment, and privacy concerns underscore the need for responsible and ethical practices within the digital space. This study underscores the role of social media as a catalyst for K-pop’s global reach, offering practical insights for enhancing fan engagement and establishing sustainable artist promotion in the evolving digital landscape.