Citas bibligráficas
Kong, N., (2020). La construcción de marca con relación al posicionamiento de las bandas del género musical k-pop [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/652229
Kong, N., La construcción de marca con relación al posicionamiento de las bandas del género musical k-pop [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/652229
@misc{renati/390609,
title = "La construcción de marca con relación al posicionamiento de las bandas del género musical k-pop",
author = "Kong Bazo, Ninette Alejandra",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
The musical realm has been growing for a few years, due to the appearance of new genres and cultural changes that the country has undergone. Thanks to this, it has given way to new genres such as k-pop. The focus of the genre is to provide consumers with a unique experience, where they will enjoy bands made up of men or women, which perform colorful scenes with structured choreographies. This research focuses on explaining how bands are a product and that it needs marketing actions to be created. Therefore, the relationship between artists' style and positioning, fanpages and streaming as a means of interaction with followers and their relationship with positioning in the musical field was investigated. In the initial part of the investigation disclosed the expert opinion and the primary audience that was obtained by groups focus and semistructured interviews respectively, which constitute a qualitative approach, which tries to explain that actions are what these are bands perform to achieve the desired positioning. In the second instance, there are quantitative results, which were obtained through the measurement of Anova, Pearson correlations, among others. Through this analysis it was obtained that the artist's style does not have a significant relationship with the positioning, that the fanpage does have a significant relationship with the positioning and that the streaming also has it. All this will be treated in greater depth in the body of the text, where the different positions of the theory will be discussed with the opinions of experts, pop and the results obtained in the hypothesis test.
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