Digital Trends in the Consumption of South Korean Music Industry Cultural Products


Over the past few years, there has been rapid growth in the South Korean music industry. Due to such strong growth, this industry is experiencing oversaturation. Therefore, there are problems in creating and introducing new products to the market, as well as finding new export markets. In such conditions, the use of digital marketing of cultural products has been developing, as has digitalization of content consumption. This study focused on the digital trends in the consumption of South Korean cultural content in Russia. The study analyzed the music industry of South Korea, its segmentation, and main export values. Additionally, the competitive environment of the market was analyzed. In order to identify digital consumption trends, representatives of the target audience of South Korean cultural content in Russia were studied. As a result, the main consumer patterns regarding the digital consumption of the cultural content were identified.

Keywords: cultural product, digital consumption, digital communication, South Korean music industry, Hallyu

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