@article{article_1220521, title={CREATING PARASOCIAL RELATIONSHIP WITH BRAND COMMUNITIES USING CONTENT AND STORYTELLING MARKETING: CASE OF BTS AND ARMY}, journal={Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi}, volume={10}, pages={224–246}, year={2023}, url={https://izlik.org/JA64AS53YT}, author={Dayanç Kıyat, Gül Banu and Güner, Berna}, keywords={İçerik ve Öyküleştirme Pazarlaması, BTS, Para-sosyal İlişki, ARMY, İçerik ve Öyküleştirme Pazarlaması, BTS, Para-sosyal İlişki, ARMY, Content and Storytelling Marketing, Para-social Relationships}, abstract={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 focused on content and storytelling marketing. In the TV series, there is a para-social relationship between the persona and viewers. The story created for the persona is the critical factor in establishing the para-social relationship between the persona and the viewer. Realistic and exciting stories can increase the possibility of creating para-social relationships. For this purpose, it examined the effect of content and storytelling marketing in creating a para-social relationship with the target audience in this research. The first part of the research will give information about content marketing, storytelling marketing, and para-social relationship. The theoretical research concept is supported by the South Korean Pop Group “BTS” and their fan “ARMY.”The content/story marketing followed by the group and their reactions were analyzed with the content analysis method. As a result of the study, it observed that brands could create a para-social relationship with the target audience using effective content and storytelling marketing.}, number={1}