Examinando por Autor "Mendieta Amador, Daniela Valentina"
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- ÍtemNarrativas Trasmediales en el Marketing Digital del K-pop: influencia en la Generación Z de Bogotá.(Fundación Universitaria Los Libertadores. Sede Bogotá., ) Mendieta Amador, Daniela Valentina; Cárdenas, RicardoThis investigation investigated the articulation between the South Korean government and powerful companies in the music industry to excel globally after different unfortunate events that occurred in South Korea. Starting from this point, the investigation delved into the Korean pop industry known worldwide as K-pop, analyzing its promotion strategies in terms of digital marketing and the use of transmedia within them. These analyzes correspond to the year 2021, taking into account the time and the health situation that the world had recently gone through, in turn, focused on a target audience which is Generation Z, and who, due to their direct exposure to social networks and the internet, favorable findings were obtained for different fields within the economy and cultural development of the Colombian capital.