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

Ruonan Zhang, Nicky Chang Bi, Papaa Kodzi, Alana Goodwin, Klaudia Wasilewski and Eiko Mccurdy
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Ruonan Zhang: Visiting Assistant Professor, Department of Communication, Rollins College, USA
Nicky Chang Bi: Assistant Professor, School of Communication, University of Nebraska, USA
Papaa Kodzi: Undergraduate, Rollins College, USA
Alana Goodwin: Undergraduate, Rollins College, USA
Klaudia Wasilewski: Undergraduate, Rollins College, USA
Eiko Mccurdy: Undergraduate, Rollins College, USA

Journal of Cultural Marketing Strategy, 2020, vol. 5, issue 1, 36-48

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.

Keywords: Korean popular culture (K-pop); imitation intention; Korean culture; Korean products; international cultural marketing (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (2)

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