Industrial Engineering and Management
Vol. 39 No. 01 (2024): Proceedings of Faculty of Technical Sciences
THE IMPORTANCE OF PARASOCIAL RELATIONSHIPS FOR THE BRANDING PROCESS IN THE K-POP INDUSTRY
Abstract
This paper analyses South Korea’s music industry, parasocial relationships, as well as the importance of parasocial relationships in this industry. Is is shown, through specific examples, what strategies this industry uses to get closer to fans and thus ensure the success of artists. The research examines the extent to which parasocial relationships are present in our daily lives.
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