Success Factors and Sustainability of the K-Pop Industry: A Structural Equation Model and Fuzzy Set Analysis

Joon-ho Kim, Seung-hye Jung, Jung-sik Roh and Hyun-ju Choi
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Joon-ho Kim: The Cultural Policy Laboratory, Sangmyung University, Chungcheongnam-do 31006, Korea
Seung-hye Jung: School of Dance, Kyung Hee University, Seoul 02447, Korea
Jung-sik Roh: Department of Dance, Yongin University, Gyeonggi-do 17092, Korea
Hyun-ju Choi: Department of Cultural & Arts Management, Sangmyung University, Chungcheongnam-do 31066, Korea

Sustainability, 2021, vol. 13, issue 11, 1-22

Abstract: As the popularity of K-pop grows, the industry is contributing to the positive perceptions of South Korea’s overall national brand value. This has led to it being considered a strategic industry worth cultivating. However, many people are unsure of its sustainability. To address this, our study investigates the factors that are key to the industry’s success—K-pop industry success factors—and their relationship with sustainability (SNS citizenship behavior and tourist behavioral intention). The study surveyed 1247 global viewers (eight countries) who listen to K-pop via TV, radio, and the Internet, watch K-pop videos on YouTube, and search information related to K-pop on SNS. The collected data were analyzed using two statistical techniques: structural equation model (SEM) analysis and fuzzy set-quality comparative analysis (fsQCA). (1) According to the SEM analysis, of the K-pop success factors, three factors demonstrated a statistically significant positive influence on SNS citizenship behavior: casting, producing/promotion, and content. (2) SNS citizenship behavior showed a statistically significant positive influence on tourist behavioral intention. (3) According to the fsQCA results, casting, training, social media, content, and SNS citizenship behavior were commonly derived at least three times, indicating that these are key factors impacting tourist behavioral intention. (4) In summary, results confirmed that, with the exception of producers, the five K-pop success factors, casting, training, producing/promotion, social media, and content, are crucial to sustainability and to increasing tourist behavioral intention.

Keywords: success factors of K-pop; sustainability; eight countries; global viewers; structural equation model analysis; fuzzy set-quality comparative analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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