원문정보
A Study on ARG-Based Idol Promotion Strategy - Case of < PathcodeEXO >
초록
영어
The purpose of this paper is to study the effects of an idol promotion strategy based on an ARG (Alternate Reality Game) through an example known as PathcodeEXO. The ARG promotion of EXO, PathcodeEXO, follows the trend of the idol industry in its attempt to produce a variety of content. The ARG-based idol promotion strategy shown in the PathcodeEXO example considers the following aspects. First, idol fandom has great potential, as ARG players, the elements of ARG, can be appealing to people who earlier were not fans. Second, fan communities can provide a forum for conversations and discussions. ARG can be an effective promotion strategy to ensure fan loyalty, create active viral promotions, and take different approaches to marketing.
한국어
본 논문은 ARG(Alternate Reality Game) 기반의 아이돌 홍보 전략이 어떠한 효과를 기대할 수 있는가를
목차
국문초록
1. 서론
2. ARG 와
2.1 ARG의 정의
2.2
3.
3.1 프로모션 대상에 대한 충성도 강화
3.2 SNS를 통한 바이럴 마케팅
3.3 커뮤니티에 화두를 던지는 효과
4. 결론
참고문헌