Comparing Western and South Korean Celebrity Twitter Strategies

In 2017, South Korean idol group, Bangtan Sonyeondan (BTS), became the first Korean pop group to win a Billboard Music Award for Top Social Artist. This award is fan voted and indicates strong audience engagement and a skillful use of social media. K-Pop is becoming more and more popular due to an effective use of social media for global music distribution, and identifying the Twitter strategies of Korean idol groups has applications beyond the music industry. Comparing how Western and South Korean Artists use Twitter will bring to light new strategies for both organizations and businesses on the platform. This study will investigate the differences in Twitter strategies between Western and South Korean artists. Data will be collected from a constructed week sample, and the content and response for each tweet will be analyzed