From Korea to the world: women’s role as peer-leaders in K-pop transnational online brand communities

IF 2 4区管理学 Q3 BUSINESS

Asia Pacific Business Review Pub Date : 2023-07-07 DOI:10.1080/13602381.2023.2229744

P. Brassier

引用次数: 1

Abstract

ABSTRACT Focusing on online brand communities (OBCs) centred around K-pop music consumption, this study explores the influential role of women as peer-leaders. By analysing data from Twitter using social network analysis (SNA) and sentiment analysis techniques, we observe that (1) OBCs naturally form transnational consumer segments, (2) where peer leadership emerges organically, and (3) women often occupy these leadership positions due to their social capital and engagement in relevant conversation topics. This study contributes to demonstrating the increasing empowerment of women in a realm that has long been criticized for its portrayal of gender-related issues.

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从韩国到世界:女性在K-pop跨国网络品牌社区中的同行领导者角色

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来源期刊

Asia Pacific Business Review Multiple-

CiteScore

4.40

自引率

13.80%

发文量

期刊介绍： The growth of the Asia Pacific region and the rising presence of its multinationals in world markets has raised a number of questions about the origins of national economic success. Asia Pacific Business Review addresses these key issues and draws together the lessons of the analysis of culture, economies, history, politics and societies in the area, in order to explore business-related phenomena in the Asia Pacific countries, both in their general and specific contexts. The Review is intended for both academics and interested observers, contains the contributions of recognized experts, and is essential to anyone seeking the latest research on Asia Pacific business in a readily available, approachable form. We welcome articles which deal with nations and societies in the Asia Pacific region, namely those in East Asia and South-East Asia (but not South Asia), including those in APEC and ASEAN, individually or comparatively. Of interest also are contributions on the Asia Pacific economies, comparing those inside with those outside, or those investing in it. We do not, however, publish papers based solely on countries from outside the region.