WEBTOON-BASED TRANSMEDIA STORYTELLING AND FAN ENGAGEMENT IN THE K-POP INDUSTRY: A CASE STUDY OF ENHYPEN AND THE WEBTOON ‘DARK MOON’

Abstract

This research examines webtoons' role as a transmedia storytelling tool in enhancing fan engagement within the K-pop industry, focusing on the collaboration between the K-pop boy band ENHYPEN and the webtoon Dark Moon. By applying Henry Jenkins’ transmedia storytelling principles, the Uses and Gratifications (U&G) theory, and Parasocial Interaction (PSI) theory, this research explores how narrative integration across platforms influences emotional attachment, consumption behaviour, and motivational factors in fan engagement. Using Dark Moon as a case study, this research combines in-depth interviews with 15 key informants of ENHYPEN’s global fan base. The questionnaire included open-ended questions designed to collect the data, adopting purposive, snowball, and network sampling techniques. Findings reveal that the webtoon creates an immersive fan experience, strengthening fan engagement. Social media, music, and digital comics converge to facilitate multi-platform engagement, fostering an active, community-driven fandom. The research also demonstrates how transmedia storytelling influences fan behaviors, including music streaming, merchandise purchases, and concert attendance. This research contributes to understanding the strategic value of webtoons in artist branding and K-pop marketing, offering new insights into how transmedia storytelling transforms fan culture and creates new opportunities for commercialization.