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From K-pop to Korean products: An investigation into the mediating effects of imitation and attitudes toward Korean culture and products

Author

Listed:
  • Zhang, Ruonan

    (Visiting Assistant Professor, Department of Communication, Rollins College, USA)

  • Chang Bi, Nicky

    (Assistant Professor, School of Communication, University of Nebraska, USA)

  • Kodzi, Papaa

    (Undergraduate, Rollins College, USA)

  • Goodwin, Alana

    (Undergraduate, Rollins College, USA)

  • Wasilewski, Klaudia

    (Undergraduate, Rollins College, USA)

  • Mccurdy, Eiko

    (Undergraduate, Rollins College, USA)

Abstract

This study investigates how the consumption of South Korean popular culture (K-pop) media content influences the behavioural intention of international audiences with respect to the purchase of South Korean products. Based on a survey of international K-pop audiences, the authors examine the mediating effects of imitation intention, attitude towards Korean culture and attitude towards Korean products. The results reveal that both frequency and the number of hours of K-pop consumption significantly predicted participants’ intention to imitate their favourite K-pop celebrity, while attitude towards Korean culture and products was significantly predicted by frequency of K-pop consumption but not the number of hours of consumption. At the same time, attitude towards Korean products was found to be a strong predictor of international audiences’ purchase intention, while attitude towards Korean culture was found to be a weak predictor and imitation intention was found to be an ineffective predictor of intention to purchase Korean products. This study clarifies, at the international level, the influence of K-pop media content consumption on the intention to purchase Korean products. In this way, it confirms and explains how K-pop acts as a key cultural marketing strategy for South Korea in international markets.

Suggested Citation

  • Zhang, Ruonan & Chang Bi, Nicky & Kodzi, Papaa & Goodwin, Alana & Wasilewski, Klaudia & Mccurdy, Eiko, 2020. "From K-pop to Korean products: An investigation into the mediating effects of imitation and attitudes toward Korean culture and products," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 5(1), pages 36-48, September.
    • Handle: RePEc:aza:jcms00:y:2020:v:5:i:1:p:36-48
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    Citations

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    Cited by:

    1. Cristel Joy G. Cayaban & Yogi Tri Prasetyo & Satria Fadil Persada & Klint Allen Mariñas & Reny Nadlifatin & Rianina D. Borres & Ma. Janice J. Gumasing, 2023. "Factors Affecting Filipino Consumer Behavior with Korean Products and Services: An Extended Theory of Planned Behavior Approach," Sustainability, MDPI, vol. 15(5), pages 1-14, March.

    More about this item

    Keywords

    Korean popular culture (K-pop); imitation intention; Korean culture; Korean products; international cultural marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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