The relational marketing of a K-pop group and the loyalty of the Peruvian fandom

Abstract

The objective of this research was to determine the relationship between relational marketing on social media by the K-pop group Seventeen and the loyalty of their Peruvian fandom during 2022. Using a quantitative approach, descriptive-correlational scope, and non-experimental cross-sectional design, surveys were administered to 384 Peruvian fans, selected by sampling for non-finite populations. The questionnaire used was processed using SPSS software and analyzed with Spearman's Rho correlation coefficient. The results revealed a significant positive correlation between Seventeen's relational marketing on social media and the loyalty of its Peruvian fandom, confirming the general hypothesis. Likewise, the specific hypotheses were validated, demonstrating significant relationships between the trust, commitment, and satisfaction generated on the group's social media and the loyalty of its audience. It is concluded that the relational marketing strategies employed by Seventeen on digital platforms are effective in fostering the loyalty of their followers in Peru. This finding highlights that factors such as geographical distance or language barriers do not limit the group's ability to connect emotionally with their audience. The research underscores the relevance of relational marketing in the management of global fan communities.