K-Drama Fever on Netflix Exploring the Marketing Techniques Used to Promote South Korean Dramas to International Viewers
Saved in:
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Thesis |
| Kulcsszavak: | Dél-Korea közösségi média marketingeszközök online marketing szolgáltatásmarketing |
| Online Access: | http://dolgozattar.uni-bge.hu/54131 |
| Abstract: | The rise of South Korean dramas, commonly referred to as K-dramas, is a popular phenomenon in recent years on Netflix. The fast-growing global fanbase following these dramas, as part of the larger Korean Wave (Hallyu), has prompted increased attention to the marketing strategies used to engage and captivate international viewers. Netflix as a leading global streaming platform, has played a pivotal role in the dissemination of K-Dramas on an international basis. This research explores the complex array of marketing techniques used by Netflix that have contributed to the successful promotion of K-dramas on the global stage by placing the Hungarian audience in focus. |
|---|