Exploring the Psychological Effects of Viral Marketing: The Case of South Korea’s HYBE Entertainment

Abstract

This study focuses on how Korean entertainment companies, particularly those led by HYBE, have utilized social media platforms to conduct online marketing activities in the context of the rapid development of the Internet and the widespread application of social media. This research is of great significance for in-depth analysis of the implementation methods, market responses and effectiveness of the viral marketing strategies employed by the South Korean entertainment company HYBE. This research mainly focuses on exploring the impact of its viral marketing approach on consumers' psychology. It employed the literature analysis method to search and read relevant materials and literature. The advantage of this method lies in its ability to effectively analyze the HYBE marketing case, test and explore the applicability of marketing and consumer psychology theories in viral marketing, which is conducive to the progress of the research. The ultimate goal of this research is to evaluate the effectiveness of the viral marketing strategy employed by the Korean entertainment company HYBE, with the aim of optimizing their subsequent strategies and providing direct references. More importantly, the lessons learned from this experience are of great value and can be used as a reference for similar entertainment companies. They can help these companies better understand consumer psychology during their marketing processes, making their marketing more in line with consumer psychology and creating a favorable market atmosphere.