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

Authors

  • Marija Polak Catholic University of Croatia, Croatia
  • Matilda Kolić Stanić Catholic University of Croatia, Croatia
  • Marijana Togonal Catholic University of Croatia, Croatia

DOI:

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

Keywords:

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

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.

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Published

2022-11-10

How to Cite

Polak, M. ., Kolić Stanić, M., & Togonal, M. (2022). Artificial Intelligence in Communication with Music Fans: An Example from South Korea. ENTRENOVA - ENTerprise REsearch InNOVAtion, 8(1), 48–63. https://doi.org/10.54820/entrenova-2022-0006

Issue

Section

Microeconomics