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Effects of the “Gangnam Style Syndrome” on the South Korean stock market

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  • Hyun Joung Jin

    (Chung-Ang University)

  • Jang-Chul Kim

    (Northern Kentucky University)

Abstract

This study attempts to answer two questions. First, can a single cultural event impact the stock prices of a wide range of companies and sectors? Second, was the positive stock market response in the information technology (IT) sector as well as performing arts sector significant? To answer these questions, we examine whether a hit pop single, “Gangnam Style” by Park Jae-Sang in 2012, affected related sectors of the Korean stock market and whether market reactions went beyond the stock price of the singer’s agency to affect those of other firms. We use an event study approach. The results show two notable empirical findings. First, although the findings indicating abnormal returns and cumulative abnormal returns appear mixed, the overall results imply that the unprecedented worldwide hit single by the South Korean singer positively affected the Recreation & Culture and Digital Content sectors. In other words, the market interpreted the event as good news, with shareholders expecting positive effects on the related sectors. Second, a positive stock market response was observed in the IT sector as well.

Suggested Citation

  • Hyun Joung Jin & Jang-Chul Kim, 2018. "Effects of the “Gangnam Style Syndrome” on the South Korean stock market," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 42(1), pages 139-161, February.
    • Handle: RePEc:kap:jculte:v:42:y:2018:i:1:d:10.1007_s10824-017-9291-3
    DOI: 10.1007/s10824-017-9291-3
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    More about this item

    Keywords

    Gangnam Style; Korean stock market; Event study; Cultural content; Information technology sector;
    All these keywords.

    JEL classification:

    • Z10 - Other Special Topics - - Cultural Economics - - - General
    • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature
    • G14 - Financial Economics - - General Financial Markets - - - Information and Market Efficiency; Event Studies; Insider Trading

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