Published date: Feb 04 2022

Journal Title: KnE Social Sciences

Issue title: XXIV International Conference "Culture, Personality, Society in the Conditions of Digitalization: Methodology and Experience of Empirical Research"

Pages: 20-28

DOI: 10.18502/kss.v7i2.10271

A. Timokhovich - an_timokhovich@guu.ru

O. Nikuradze

Over the past few years, there has been rapid growth in the South Korean music industry. Due to such strong growth, this industry is experiencing oversaturation. Therefore, there are problems in creating and introducing new products to the market, as well as finding new export markets. In such conditions, the use of digital marketing of cultural products has been developing, as has digitalization of content consumption. This study focused on the digital trends in the consumption of South Korean cultural content in Russia. The study analyzed the music industry of South Korea, its segmentation, and main export values. Additionally, the competitive environment of the market was analyzed. In order to identify digital consumption trends, representatives of the target audience of South Korean cultural content in Russia were studied. As a result, the main consumer patterns regarding the digital consumption of the cultural content were identified.

Keywords: cultural product, digital consumption, digital communication, South Korean music industry, Hallyu

[1] Timokhovich AN, Filenko SS. Features of consumer behavior of a cultural product. Proceedings of the VIII International Sociological Grushin Conference Sociologist 2.0: Transformation of the Profession. 2018;1:322–326.
[2] Kim S-M, Lee H. Analysis of Hallyu and Korean wave media using text mining: Focusing on potential hallyu tourists. Journal of Tourism Studies. 2020;324:153– 179.
[3] Ryu J, Capistrano EP, Lin H-C. Non-Korean consumers’ preferences on Korean popular music: A two-country study. International Journal of Market Research. 2018;62(2):234–252.
[4] Yoon A, Park YJ. A study of Korean music elements in the bangtanboys (BTS) Idol. The Korean Society of Culture and Convergence. 2020;10:373–390.
[5] Kim J, Unger MA, Wagner KB. World entertainment media: Global, regional and local perspectives. Sigismondi P, editor. New York: Routledge; 2019.
[6] Boman B. Achievement in the South Korean music industry. International Journal of Music Business Research. 2019;8(2):6–26.
[7] Lee M, Choi HS, Lee H. Can digital consumption boost physical consumption? The effect of online music streaming on record sales. Decision Support Systems. 2020;135:2–24.
[8] Sharma MJ, Jena LK. Is big hit entertainment manufacturing talent? A case study on developing successful talent in the K-pop culture from Korea and beyond. HR Future. 2020;9:20–22.
[9] Berbiguier M, Cho Y. Understanding the Korean fandom of the K-pop: Focusing on its perspectives on foreign fans. Korean Journal of Communication and Information. 2017;81:272–298.
[10] Chen S, Homan S, Redhead T, Vella R. The music export business: Born global. London: Routledge; 2021.
[11] Isckia T, Reuver M, Lescop D. Digital innovation in platform-based ecosystems: An evolutionary framework. MEDES ’18: Proceedings of the 10th International Conference on Management of Digital EcoSystems. 2018;1:149–156.
[12] Wirtz BW. Media management, strategy, business models and case studies. Cham: Springer Nature; 2020.