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Memes, gatekeepers, and the dynamics of viral K-pop diffusion on YouTube: Analyzing user engagement and network structures

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Convergence: The International Journal of Research into New Media Technologies

Published online on

Abstract

Convergence, Ahead of Print.
YouTube’s multilayered ecology enables K-pop virality to evolve from grassroots remix to corporate-driven promotion; however, how the meso-level interplay between gatekeepers and memes shapes user engagement remains under-explored. To bridge this gap, we ...