Reflection of the Hallyu Effect on Turkish Consumers' Intention to Purchase Korean Products

Bibliographic Data

ID19159666
AuthorsTuğba BORAZAN (0000-0002-1009-8051, corresponding author), Nur Özer Canarslan (0000-0003-3091-6012, Anadolu University)
Year2022
Volume23
Issue4
Pages306-322
Publication date2022-12-31
Open AccessYes
TypeARTICLE
VenueAnadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi (JOURNAL)
Journal identifiersISSN: 2687-184X • E-ISSN: 2687-184X
PublisherAnadolu University (PUBLISHER • TR)
DOI10.53443/anadoluibfd.1171176
OpenAlexW4313322951
LanguageEN
Citations received1
References cited8

Popular culture has become the soft power policy of countries and has been used as an important tool for promoting their own culture in other countries. In this study, it is aimed to investigate the effect of the Korean effect (Hallyu/Korean wave) which is an element of popular culture, which is increasing in Turkey, especially on social media, in parallel with the world, on the purchasing behavior of Korean products along with the country image and cultural proximity. For this purpose, data were collected from 280 people in groups consisting of k-pop and k-drama fans on social media. All three hypotheses formed as a result of the analyzes were accepted as similar to the studies in the literature. As a result of the study, it was revealed that k-pop and k-drama elements and Hallyu effect, country image and cultural proximity significantly affect the intention to purchase Korean products

Advertising · Art · Business · China · Cultural Influence · Drama · Economics · Korean Wave · Literature · Media studies · Political science · Popular culture · Purchasing · Purchasing power · Social media · Social science · Sociology · Soft power · Turkish · Asian Culture and Media Studies · Consumer Perception and Purchasing Behavior · Media, Gender, and Advertising · Psychology · Marketing

Tools

Open DOIOpen Access