NICHE MARKET IN FANGIRLING PHENOMENON
Keywords:
Event, Niche Market, Niche Strategy, Fangirling, BTSAbstract
Specific segmentation in managing the target audience in events can take advantage of phenomena or trends that are currently happening in society. One of the current familiar phenomena to millennials and gen Z is the phenomenon of "fangirling." Fangirl is a nickname for a group of girls who are highly dedicated to their idols and even become obsessed with them. This paper contains how the impact of using the fangirling phenomenon in marketing of a music event. The purpose of this article is to provide an overview of the implementation of the niche marketing strategy by the fangirls community carried out by ARMY Kuta Bali. By using qualitative research methods which describe the actual situation that occurred during the research and combined with theoretical references from both journals and articles related to business strategies. The findings of this study shows that fangirls who join a fandom have great potential to buy tickets to events held specifically for their favorite idols, being repeaters and also promoting event to other fangirls.
References
Akbar F, Bin Omar AR, Wadood F et al. The niche marketing strategy constructs (elements) and its characteristics - A review of the relevant literature. Galore International Journal of Applied Sciences & Humanities. 2017; 1(1): 73-80.
Christopher Joseph Westgate (2020) Popular Music Fans and the Value of Concert Tickets, Popular Music and Society, 43:1, 57-77.
Dawn Thilmany, Ph.D. (n.d.). Niche markets: Assessment and strategy development for Agriculture. WEMC - Niche Markets: Assessment and Strategy. Retrieved May 12, 2022, from https://valueaddedag.org/nichemarkets.html
Event management HM-402 unit: 01 introduction to event management - UOU. Uttarakhand Open University. (n.d.). Retrieved May 18, 2022.
Fitriyani, Anita. (2016). Fenomena Fangirl K-Pop di Indonesia.
Goldblatt, J. (2014). SpesialEvents: Creating and Sustaining a New World for Celebration. New Jersey: John Wiley & Sons, Inc.
Henkens, J., Visser, K., Finkenauer, C., & stevens, gonneke. (2020). “I think it’ll all blow over in the end”: How young people perceive the impact of covid-19 on their future orientations - March 2022.
Laffan, D. (2020). Positive psychosocial outcomes and Fanship in K-pop fans: A Social Identity Theory perspective.
Matthews, Doug. (2015). An Introduction to SpesialEvents and SpesialEvent Production. Oxfordshire: Routledge.
Mohd Jenol, Nur Ayuni & Ahmad Pazil, Nur Hafeeza. (2020). K-pop Fans' Identity and The Meaning of Being a Fan.
Nugroho, Ari. (2017). Strategi Marketing Mix, Loyalitas Konsumen, Dan Efektifitas Kerja Terhadap Keputusan Pembelian La Lights. Syntax Literate; Jurnal Ilmiah Indonesia, 2(7), 26±39.
Shweta Choudhary. (2014). Rooting by niche marketing. International Journal of Advanced Research in Management and Social Sciences, 03(10), 84–91.
Situmorang, James R. "Pemasaran Relung (Niche Marketing) sebagai Strategi Membidik Pasar yang Lebih Kecil." Jurnal Administrasi Bisnis, vol. 13, no. 2, 2017, pp. 161-170.
Suryani, Ade. (2020). Bangtan Sonyeondan (BTS) As New American Idol. Rubikon : Journal of Transnational American Studies.
Team, D. J. (2020, November 4). Types of market trends: An industry trends analysis. DemandJump. Retrieved May 18, 2022.
Toften Hammervoll. (2012). The essentials of niche marketing: International Marketing Trends Conference Venice, 19th-21th January 2012. Venice, Italy.
Toften, Kjell & Hammervoll, Trond. (2013). Niche marketing research: Status and challenges. Marketing Intelligence & Planning.
