Blogging as a Promotional Marketing Channel: K-pop Music Export to Russia
Kriuchkova, Eleonora (2022)
2022
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022060214806
https://urn.fi/URN:NBN:fi:amk-2022060214806
Tiivistelmä
The development of K-pop music exports is a relevant topic in the music business. The specificity of the export consists of the distribution of music through blogs and social net-works of fans. The purpose of the research was to study the development of Korean music export in Russia by using blogging as a marketing channel. The aim was help future music producers and companies identify how to export and promote K-pop in Russia; in addition, the study examines the importance of music exports in the global music industry.
The research method was qualitative where data was collected by conducting interviews and after that there was a comparative analysis of Russian and Korean bloggers’-influencers’ activities. The theoretical basis of the thesis includes information on exporting, export marketing, and blogging as a marketing channel. The information was collected from many sources, including literature and electronic databases.
The research method was qualitative where data was collected by conducting interviews and after that there was a comparative analysis of Russian and Korean bloggers’-influencers’ activities. The theoretical basis of the thesis includes information on exporting, export marketing, and blogging as a marketing channel. The information was collected from many sources, including literature and electronic databases.