SONAR|HES-SO

SONAR|HES-SO

SONAR|HES-SO regroupe les travaux de bachelor et master diffusables de plusieurs écoles de la HES-SO. Consultez cette page pour le détails.

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BT_HRSTKA_Rebecca_2024.pdf
Bachelor thesis

K-pop stores in Europe : enhancing fan engagement through a blend of marketing strategies

  • Genève : Haute école de gestion de Genève

144 p.

Bachelor of Science HES-SO in International Business Management: Haute école de gestion de Genève, 2024

English This thesis explores how European K-pop stores can enhance fan engagement through various marketing strategies. As K-pop's popularity grows, its expansion into European markets presents unique opportunities for these stores to strengthen fan communities and increase customer satisfaction.
The research identifies several key findings: there is a noticeable preference among European fans for physical shopping experiences despite strong online competition, highlighting a gap in online strategy integration. Additionally, there exists a strong desire for community among fans, suggesting that the social aspects of shopping are highly valued and underutilized in current marketing strategies.
Based on these insights, this thesis recommends that K-pop stores in Europe should create immersive shopping experiences reflecting K-pop's dynamic community spirit. This could involve thematic in-store designs and interactive elements that make shopping a memorable event. Furthermore, strengthening the online presence of these stores is crucial. Enhancing online presence and ensuring a cohesive digital experience will help stores compete with online retailers. Lastly, tailoring product offerings and organising store events that resonate with the preferences of K-pop fandoms will foster a stronger community bond, enhancing loyalty and satisfaction in this particular consumer.
These recommendations are intended to guide European K-pop retailers in not only attracting more fans but also in building deeper connections with the existing customer base, thereby solidifying a loyal community around their brand.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
Persistent URL
https://sonar.ch/hesso/documents/330901
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