Influence of Digital Media Advertisements of KPOP Industry on Selected Young Adults in Manila, Philippines

Abstract

Music has become a part of everyone's lives, and as the years pass, it starts to adapt, develop, and evolve because of changing times. Eventually, it developed into a variety of genres, and Korean Pop Music (Kpop) was one of the genres that had emerged and became known throughout the world. Kpop music was performed by Korean idols trained in dancing, singing, speaking different foreign languages, etc., by their agencies where they have signed a contract. With the growing popularity of Kpop, it cannot be denied that it seemingly made its way to digital media, and with the ongoing COVID-19 pandemic – the utilization of digital media was crucial in promoting and catering to Kpop. This research sought to determine how the Kpop industry influenced local advertisements in digital media. In this study, the researchers distributed online survey questionnaires to selected young adults in Metro Manila, ranging from 15 to 30 years old. Also, this research sought to look at the factors of Kpop that significantly influence Filipino audiences’ preferences to local advertisements. Based on the results of this research, most of the respondents discussed the influences and impacts of Kpop idols on local advertisements through means of digital media platforms specifically social media platforms such Facebook, Instagram, and Twitter.