"É tudo por causa dos Ahgases!": marketing nas redes sociais e o engajamento dos fãs nas postagens do Twitter oficial do grupo GOT7

Abstract

The consumption of South Korean pop music, better known as K-Pop, has grown astronomically in Brazil and in the world, breaking records of views and reproductions of videos and music tracks on streaming platforms. The general objective of this monograph is to analyze the strategies used to promote the K-Pop group GOT7 that most engage fans on social media. As a theoretical foundation, we used the theories and concepts about digital marketing, promotion strategies, social media, K-Pop and fans culture present in the studies of Kotler, Kartajaya and Setiawan (2017), Recuero (2014), Martino ( 2013), Gabriel (2010), Deweet, Imenes and Pak (2018), Russel (2017), Korean Culture Information Service (2011) and Jenkins, Green and Ford (2014). To achieve the objective of this research, I used as the methodology bibliographic research (STUMPF, 2010) and content analysis, mainly from Bardin (2010) and Ikeda and Chang (2005). The analysis period was from April 20, 2020 to May 3 of the same year, as it is the promotion period for the mini-album entitled DYE, one of the cultural products released by the group. The analysis took place on the group’s official Twitter account for standing out in number of followers compared to other GOT7’s social network. As research considerations, it is possible to state that the promotion’s strategies of the GOT7 that generate more fan engagement on social networks are: the use of hashtags and the presence of attached media, as photos, videos and links have more visual appeal and provoke users' curiosity; new content such as new video clips, previews and exclusive photos; auto tagging, as it directs users to the group's profile on the social network; and finally, the show of affection and appreciation for fans in publications, as the fandom feels part of the group's achievements and becomes highly engaged in the actions of their idols: “It's all because of Ahgases!”.