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Oppan Gangnam style! A series of accidents – place branding, entrepreneurship and pop culture

Oppan Gangnam style! A series of accidents – place branding, entrepreneurship and pop culture 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/approachUsing 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.FindingsThe study highlights the intersections of pop culture creativity and entrepreneurship (albeit accidental) with implications for place branding.Research limitations/implicationsThe 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/valueIn 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Research in Marketing and Entrepreneurship Emerald Publishing

Oppan Gangnam style! A series of accidents – place branding, entrepreneurship and pop culture

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References (125)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1471-5201
eISSN
1471-5201
DOI
10.1108/jrme-02-2019-0011
Publisher site
See Article on Publisher Site

Abstract

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/approachUsing 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.FindingsThe study highlights the intersections of pop culture creativity and entrepreneurship (albeit accidental) with implications for place branding.Research limitations/implicationsThe 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/valueIn 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.

Journal

Journal of Research in Marketing and EntrepreneurshipEmerald Publishing

Published: Jul 12, 2021

Keywords: South Korea; Opportunity recognition; Place branding; Accidental entrepreneurship; Gangnam style; Pop culture

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