Abstract
ABSTRACT Using social network analysis (SNA) and grounded theory, we find that K-pop fan communities form distinct conversational clusters with specific leaders, called ‘community clusters’. Unlike ‘brand clusters’ in marketing, SNA finds that these clusters focus on fan culture and lifestyle rather than promoting music or merchandise. Our GT analysis further supports that K-pop communities challenge sexism and gender discrimination, empowering women to pursue personal and social goals. This community-driven marketing, which opposes dominant ideologies, exemplifies cultural branding, a key strategy in Hallyu marketing.
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