Exploring the Branding of Korean Entertainment Industry from Human Brand and Brand Loyalty

Abstract

This paper investigates whether the use of human brands in Korean entertainment industry has opened new opportunities for the whole entertainment market, and whether new media communication can support the successful marketing of human brands in the digital age. This paper mainly adopts the quantitative research method and obtains the relevant data through the questionnaire. The purpose of this survey is to investigate whether the potential consumption perception of the target group is affected by the new media platform and the advantages of the entertainment industry in the brand field (brand uniqueness, easier formation of brand loyalty and personal brand value), and what factors play a decisive role in brand loyalty. Through the graphic display and analysis of the collected data, this paper holds that the brand value of celebrities is the key to maintain brand loyalty. Brand loyalty is positively related to the consumption behavior of fans, and the new media platform also makes a positive contribution to the brand. This study will provide some superficial international insights for human brands, and bring some enlightenment to the entertainment industry in the field of new media marketing.