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"Persaingan yang sengit dalam industri K-Pop mendorong agensi K-Pop untuk terus berkreasi dan mencoba berbagai konsep, termasuk diantaranya konsep girl-crush yang dewasa ini mulai banyak digunakan oleh grup K-Pop perempuan seiring dengan berkembangnya gerakan feminisme di dunia. Blackpink adalah grup K-Pop perempuan yang paling sukses membawakan konsep girl-crush. Hanya empat tahun setelah debut, Blackpink berhasil mendapatkan gelar sebagai grup perempuan terbesar di dunia. Bagaimana Blackpink dapat membangun identitasnya dengan cepat, kuat, dan solid? Setelah menelusuri sumber seperti jurnal, website resmi, dan artikel media yang membahas mengenai Blackpink, ditemukan bahwa pembentukan identitas Blackpink sesuai dan memenuhi enam komponen model identitas brand oleh de Chernatony (1999) yang terdiri dari visi (vision), budaya (culture), pemosisian (positioning), kepribadian (personality), relasi (relationship), dan presentasi (presentation).

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Fierce competition in the K-Pop industry encourages K-Pop agencies to continue to be creative and try various concepts, including the girl-crush concept which is currently being widely used by female K-Pop groups along with the development of the feminism movement in the world. Blackpink is the most successful female K-Pop group in bringing the girl-crush concept. Only four years after its debut, Blackpink managed to get the title as the biggest girl group in the world. How can Blackpink build its identity quickly, strongly, and solidly? After browsing sources such as journals, official websites, and media articles discussing Blackpink, it was found that the formation of Blackpink's identity fits and fulfills the six components of de Chernatony's (1999) brand identity model consisting of vision, culture, positioning, personality, relationship, and presentation."

"One popular domain on social media is fandom activity, where people gather to enthuse their favourite idol. One of the most famous fandoms belongs to Kpop stans, where they include members from many diverse countries and continents. Kpop fandom Twitter gained popularity after attempting drowning racist hashtags by posting Kpop contents during #BlackLivesMatter movement. Kpop fans seem to utilise hashtags and mention other Twitter users in their Tweets that contain worldwide trends. An example is #APOLOGIZETOJISOOTcCandler hashtag that was made popular to support Blackpink's oldest member, Kim Jisoo. This research explores how Kpop stan Twitter utilises hashtag and hashtag hijacking on Twitter to endorse their idols. Using theory from Rauschnabel, Sheldon, & Herzfeldt regarding the ten motivations for users to use a hashtag. In addition to that, theory from Xanthopoulos, Panagopoulos, Bakamitsos & Freudmann regarding three motivations for users di hijack a hashtag will be implemented as well. Through primary research method using netnography, an online research method to understand social interaction in digital communications contexts, it is found that Blackpink's fandom hashtag was driven by five motivations. Also, it is found that the hashtag hijacking was utilised to endorse different idol."

"Grup K-Pop semakin menarik perhatian dunia dan berhasil memperoleh berbagai pencapaian internasional. Di balik kesuksesannya, industri ini membutuhkan penerapan strategi pemasaran yang tepat dan efektif, salah satunya marketing mix. Penelitian ini bertujuan untuk menganalisis strategi marketing mix 7Ps yang digunakan dalam perilisan dan penjualan album studio K-Pop melalui media sosial. Studi ini difokuskan pada pada album studio Born Pink oleh grup K-Pop BlackPink. Melalui pendekatan studi kasus, penelitian ini menyelidiki penggunaan elemen-elemen marketing mix 7Ps (product, price, place, promotion, people, process, physical evidence) untuk mempromosikan dan memasarkan album studio Born Pink melalui postingan di Instagram dan YouTube BlackPink. Data dikumpulkan untuk mendukung efektivitas analisis melalui tinjauan literatur dan observasi. Hasil analisis memberikan wawasan tentang strategi marketing mix 7Ps dalam industri K-Pop dan menunjukkan bahwa BlackPink memaksimalkan elemen promosi dalam pemasaran album studio Born Pink.

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The K-Pop group has been gaining global attention and achieving various international accomplishments. Behind its success, this industry requires proper and effective marketing strategies, one of which is the marketing mix. This research aims to analyze the 7Ps marketing mix strategies used in the release and sales of K-Pop studio albums through social media. The study focuses on the Born Pink studio album by the K-Pop group BlackPink. Through a case study approach, this research investigates the utilization of the 7Ps marketing mix elements (product, price, place, promotion, people, process, physical evidence) to promote and market the Born Pink studio album through Instagram and YouTube posts by BlackPink. Data was collected to support the effectiveness of the analysis through literature review and observation. The analysis results provide insights into the 7Ps marketing mix strategies in the K-Pop industry and demonstrate that BlackPink maximizes the promotion element in the marketing of Born Pink studio album."