Life Goes On: How BTS has Turned Virtual Live Concerts During the COVID-19 Pandemic into Showbiz Dynamite

Abstract

The COVID-19 pandemic brought the live concert industry to a near halt and led many performing artists to rethink the way they connect with their audiences. One effort to continue performing despite pandemic-related restrictions was to shift live performances to virtual streaming and bring the live concert experience directly to fans living rooms. However, little is known about the determinants of virtual live concert (VLC) satisfaction. This study aims to identify which factors constitute audience satisfaction with VLCs and to examine the importance of each element. A total of 533 participants who attended BTSs Map of the Soul ON:E concert in 2020 were recruited to investigate their VLC satisfaction. The results of confirmatory factor analysis show that three dimensions-artist, audio quality, and virtual stage appearance-constructed the concept of VLC satisfaction. Analysis of covariance (ANCOVA) also revealed that video device type and previous live concert experiences were significant factors for VLC satisfaction, but not audio device type. In addition, celebrity identity and celebrity attitude were significantly and positively related to audiences satisfaction with VLC. The outcome of this study demonstrates the opportunities of VLC as an alternative and expanded media channel of audience engagement.