The Success of the K-pop Industry in Utilizing Social Media to Promote Korean Culture

Abstract

This paper explores the role of social media theories in driving the expansion of K-pop and its effective promotion of South Korean culture. The study delves into two key theories: the S.N.S. Citizenship Behavior theory and the Selectivity, Transactionality, and Conditionality Paradigm. These theories are dissected to elucidate their functionality and the benefits they bring to both users and social media platforms. To illustrate these concepts, the paper presents case studies featuring Aespas AI concept, (G) I-DLEs girl power concept, New Jeanss Phoning application, and a hypothetical scenario involving YouTube. The findings suggest that while targeted social media strategies contribute to a broader appreciation of Korean culture, social media platforms must invest further in enhancing their promotional systems and algorithms. In conclusion, this study asserts that the synergy between K-pop and social media will continue to flourish, with the potential for further growth as social media platforms refine their support mechanisms.