Brand Platform Strategy for Deepening Customer Loyalty:

Abstract

Advancements in digital technology have allowed companies to leverage both online and offline media for communication, enabling direct interactions between brands and consumers. This shift has brought new opportunities and challenges to brand communication strategies. This study focuses on “Weverse,” a fan community platform created by HYBE. Weverse is a platform based on value co-creation between artists and fans that balances content publication, fan engagement, and commerce. In addition, its acceptance of competing brands positions it as a unique platform. By analyzing Weverse, the paper demonstrates how such ‘hybrid’ platforms can shape the future of brand communication in the digital age, where media, community, and commerce are integrated.

Keywords

• brand communication
• fandom
• online community
• co-creation