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

Pascal Brassier (1)

1 CleRMa - Clermont Recherche Management

Focusing on online brand communities (OBCs) centered around K-pop music consumption, this study explores the influential role of women as peer-leaders. By analyzing 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.

Keywords: K-pop; online brand communities transnational segmentation peerleaders women empowerment; online brand communities; transnational segmentation; peerleaders; women empowerment

Domains: Business administration

Pascal Brassier. From Korea to the world: Women's role as peer-leaders in K-pop transnational online brand communities. Asia Pacific Business Review, 2023, 29 (5), pp.1324-1348. ⟨10.1080/13602381.2023.2229744⟩. ⟨hal-04643125⟩