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

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Opatija, Croatia, 17-18 June 2022

Author

Listed:
  • Polak, Marija
  • Kolić Stanić, Matilda
  • Togonal, Marijana

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.

Suggested Citation

  • Polak, Marija & Kolić Stanić, Matilda & Togonal, Marijana, 2022. "Artificial Intelligence in Communication with Music Fans: An Example from South Korea," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2022), Hybrid Conference, Opatija, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Opatija, Croatia, 17-18 June 2022, pages 48-63, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr22:268314
    DOI: 10.54820/entrenova-2022-0006
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    References listed on IDEAS

    as
    1. Mirjana Pejić Bach & Živko Krstić & Sanja Seljan & Lejla Turulja, 2019. "Text Mining for Big Data Analysis in Financial Sector: A Literature Review," Sustainability, MDPI, vol. 11(5), pages 1-27, February.
    2. Chylinski, Mathew & Heller, Jonas & Hilken, Tim & Keeling, Debbie Isobel & Mahr, Dominik & de Ruyter, Ko, 2020. "Augmented reality marketing: A technology-enabled approach to situated customer experience," Australasian marketing journal, Elsevier, vol. 28(4), pages 374-384.
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    More about this item

    Keywords

    marketing 5.0; strategies; communication; artificial intelligence; culture; music;
    All these keywords.

    JEL classification:

    • D8 - Microeconomics - - Information, Knowledge, and Uncertainty
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights

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