Oppan Gangnam style! A series of accidents – place branding, entrepreneurship and pop culture
Purpose: This study aims to highlight a series of accidents epitomized by the success of a music artist, bringing three streams of literature together – pop culture, entrepreneurship and place branding. Design/methodology/approach: Using an illustrative case of a 2012 YouTube hit song, Oppan Gangnam Style, by Korean artist Park Jae-Sang, the artist’s attempt to lampoon the extravagant lifestyle of Gangnam District’s residents accidentally puts them on the global map. The narrative is built around the storytelling approach. Findings: The study highlights the intersections of pop culture creativity and entrepreneurship (albeit accidental) with implications for place branding. Research limitations/implications: The study is overtly documentary analysis-based and could, therefore be subjected to quantitative analysis in future research. Furthermore, the conceptual model could be tested with additional cases in the future. Originality/value: In a broad sense, this study is a pioneering effort in the field of entrepreneurship and its interconnections with other disciplines – marketing (place and entrepreneurship) and pop culture. The conceptual model could form a basis for future research in such intersections.
Year of publication: |
2020
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Authors: | Madichie, Nnamdi O. |
Published in: |
Journal of Research in Marketing and Entrepreneurship. - Emerald, ISSN 1471-5201, ZDB-ID 2524213-1. - Vol. 23.2020, 1 (22.12.), p. 103-121
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Publisher: |
Emerald |
Saved in:
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