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The controversy started when Kakao Ent. is revealed to be the real owner behind this page, they are also under fire for their 'Reverse Viral Marketing' strategy. Viral marketing is an advertising method that allows people to naturally obtain information through SNS. On the other hand, Reverse Viral marketing is an advertising method that intentionally bad-talks about their specific competitor to create rumors. Fans feel something suspicious, saying, "Idol Lab has been posting positive content about idols and celebrities who are under Kakao Ent. On the other side, they post un-favorable content about idols who are from other companies."
The controversy about 'Reverse Viral Marketing' started as Idol Lab was under fire over copyright infringement. Idol Lab often posts on Facebook without crediting the source. They also deleted the logo of other media and claim that their articles were exclusive. This is when it was revealed that Kakao Ent. is the owner of Idol Lab.
Fans claim, "Kakao Ent., through Idol Lab, has been ruining the image of their competitors by posting unfavorable content about them." For example: 'LE SSERAFIM's new style gets divided opinions', 'ITZY's outfits for their comeback get divided opinions' etc. They use titles that make it sound like there was a controversy among fans about the idols' outfits or new songs. But when you click on the article, you won't find any explanation about the controversy. Lately, there has been some unfavorable content of NewJeans (ADOR), NMIXX (JYP), etc, posted on their page. On the opposite, they always post favorable content about artists from Starship Ent., IST Ent, etc.
It turns out that Kakao took over Idol Lab around 2-3 years ago for their content marketing and the page has been managed by Kakao Ent. Marketing Team since then. An online media reporter says, "They are taking over influential Facebook pages to promote their own artists. Reporters know that Idol Lab was originally run by an individual. However, after an entertainment company took over the page, the page often posts 'Reverse Viral Marketing' posts that could cause problems." Kakao Ent. responds by saying, "The posts in Idol Lab are posted and managed by an outsource agency. We didn't have any intentions to do the 'Reverse Viral Marketing'"
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[+412][-123]
1. [+122][-9] But their idol groups are the ones who get all the hate. The scary truth is that it's always the victims who get all the harmsㄷㄷ
2. [+98][-93] What do you mean? Fans are not defending that company. Fans hate Starship a lot for not taking f*cking legal actions to protect their artists. They're saying that he only thing Starship is good at is picking songs for their artists. Besides that, there's literally nothing that they can do properlyㅋㅋㅋㅋㅋ Please don't drag the fans into this
3. [+82][-82] I'm a fan of that group, but I think Kakao is at fault for using that strategy. Both fans and IVE know nothing about this. There's nothing we can do, it's something that was run by the companies. I just hope they would apologize to all idols they have bad-mouthed about for their own benefit. I'm sure IVE wouldn't want their group to be promoted in such a disgusting way.
4. [+78][-47] I hope they'll manage that page more wisely from now on. There are a lot of controversies already, it's really frustrating because it's like they're pouring gas on the fire. It's not like fans ask them to promote their idols that way. All we want is for them to take legal action to protect their artists and take good care of them, that's all. Why are they doing all these useless things? I just hope they would stop with the Reverse Viral Marketing whatsoever.
5. [+74][-2] Look at the best commentㅋㅋㅋ This news made it to Chosun Ilbo. It's legendary how they're dragging idols into this.
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