Analýza marketingové komunikace korejské popové skupiny

Abstract

This bachelor thesis focuses on the marketing communication of the Korean pop group Stray Kids. This thesis aimed to found out how people in the Czech and Slovak Republic perceive the marketing communication of this group. The theoretical part explains the concept of marketing communication and the marketing mix, and it is applied in the music industry. Additionally, the concept of Korean pop music is introduced, and the Stray Kids group is characterized. In the practical part, a questionnaire survey using the CAWI method was conducted. The research results were analyzed using the statistical program SPSS. The results primarily showed differences in followership across various social media platforms and identified certain tools' limited impact on sales promotion. Recommendations were proposed to solve these shortcomings, along with suggestions for reaching new fans.