2023
DOI: 10.2991/978-94-6463-254-5_30
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The Fan Community of Korean Celebrities in Peru, as an Advertising Tool to Promote Various Brands, BTS Case

Mishelle Naysha Gargate Solis,
Melina Haydee Mezarina Castilla

Abstract: The objective of this research is to analyze the fan community of Korean celebrities in Peru, in its use as an advertising tool to promote various Peruvian brands. Such is the case of the musical group BTS, which has achieved great popularity worldwide, highlighting the influence of its fan community in Latin America. For this purpose, qualitative research methodology was used through semi-structured in depth interviews. The main results obtained were that the fan community in Peru of the musical group BTS has… Show more

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