Volume 22, Issue 4 (2020)
Articles
Who Buys Our Brand? The Influence of Consumption Values and the Congruity with Brand Benefits on Brand Identification, Trust and Loyalty
Sol Namkung and Seong-Yeon Park
Is BTS Different? Shared Episodes on SNS as a Good Indicator for Celebrity Endorsed Ad Effects
Kyunghee Bu and Whoe Whun Kim
Success Story: How Storytelling Contributes to BTS’s Brand
Courtney Lazore
“BangBangCon: The Live” - A Case Study On Live Performances and Marketing Strategies With The Korean-Pop Group “BTS” During The Pandemic Scenario In 2020
Cristina Freitas de Jesus
Labour of Love: Fan Labour, BTS, and South Korean Soft Power
Jasmine Proctor
“They’re Worth My Investment”: Cultivating Intimacy through Fan-lead Financial and Support Initiatives among BTS Fans
Tvine Donabedian
BTS from “N.O” to “ON” and BEyond: Innovation in Effective Mental Health Messaging and Modelling
Sharon Blady
Connect, BTS: An Example of Innovative Transmedia Branding To Rethink Spatiality and Meaning-making
Stefania Piccialli
The Editorial for the Special Session Papers of ICAMA-KAS 2020 International Conference: BTS as a Paradigm Changer in Martech and/or Innovation
Sungho Lee, Kyunghee Bu, Jaehwan Kim, and Ji Hee Song
