Original scientific paper

https://doi.org/10.54820/entrenova-2022-0006

Artificial Intelligence in Communication with Music Fans: An Example from South Korea

Marija Polak orcid.org/0000-0001-7664-5727 ; Catholic University of Croatia, Croatia
Matilda Kolić Stanić ; Catholic University of Croatia, Croatia
Marijana Togonal ; Catholic University of Croatia, Croatia

Abstract

According to Kotler, Kartajaya, and Setiawan, there are five components of marketing 5.0: it is data-driven, predictive, contextual, augmented, and agile. This paper uses the case study method to investigate the presence of the 5.0 marketing components in promotional strategies employed by the South Korean popular music industry. The paper explores promotional strategies used by the BTS music group in particular. The group uses the 5.0 marketing method in its promotional strategies, especially in communication with the fans, and such communication thus enters the field of public relations. The case study analysis also indicates the use of data-driven marketing and predictive analytics, which are achieved using artificial intelligence. Additionally, elements of contextual marketing were used to improve the consumer experience, and augmented marketing was utilized to facilitate business, especially for front office staff. Finally, the analysis of BTS's promotional strategies shows a focus on innovation and flexibility, which are elements of agile marketing.

Keywords

marketing 5.0; strategies; communication; artificial intelligence; culture; music

Hrčak ID:

285350

URI

https://hrcak.srce.hr/285350

Publication date:

10.11.2022.

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