Creating parasocial relationship with brand communities using content and storytelling marketing: Case of BTS and ARMY

Consumers can engage with companies that meet their needs and catch their attention. Businesses are trying to create strong bonds and interactions with the target audience to survive in an increasingly competitive environment and move forward. For this reason, companies make strategies that will respond to customer needs and attract their interest. For this purpose, today, businesses have started to focus on content and storytelling marketings. In the TV series, there is a para-social relationship between persona and viewers. The key factor of establishing the para-social relationship between persona and viewer is the story created for persona. Realistic and interesting stories can increase the possibility of creating para-social relationships. This research aim is the companies whether can create the para-social relationship through content and storytelling marketings. The first part of the research, will give information about content marketing, storytelling marketing, and para-social relationship. Then the theoretical concept of research will be supported by South Korean Pop Group "BTS" and their fans "ARMY". In the final part, findings and some suggestions about the subject will include. As a result of the study, it has been observed that brands can create a para-social relationship with the target audience using effective content and storytelling marketing.