Global Marketing Strategies in the K-pop Industry: A Case Study of BTS

This preprint is based on an undergraduate graduation thesis examining global marketing strategies in the K-pop industry through a case study of BTS, with a focus on digital marketing, fan engagement, and brand communities. The study explores how integrated digital marketing practices, brand collaborations, and fan-centered engagement strategies contribute to BTS’s global success in the international music market. Using a qualitative case study approach supported by an online survey conducted with BTS fans, the research analyzes fandom as an active participant in marketing processes rather than a passive audience. The findings highlight the importance of authenticity, emotional storytelling, and continuous digital interaction in building sustainable global brands. By conceptualizing fans as brand communities and co-creators of value, the study contributes to marketing and communication literature and offers practical insights for community-driven global marketing strategies within the cultural and entertainment industries.