IDEAS home Printed from https://ideas.repec.org/a/vrs/manmar/v18y2023i4p537-555n1.html
   My bibliography  Save this article

Hallyu in the Heart of Europe: The rise of the Korean Wave in the digital space

Author

Listed:
  • Hargitai Dávid Máté

    (1 Department of Marketing, University of Pannonia, Veszprém, Hungary)

  • Grósz Annamária Sasné

    (2 Department of Marketing, University of Pannonia, Veszprém, Hungary)

  • Sas Zsófia

    (3 University of Galway, College of Arts, Social Sciences and Celtic Studies, Ireland)

Abstract

Hallyu, the global cultural phenomenon that is also known as the Korean Wave affects its fans in terms of both their openness to Korean culture and their purchase intentions. Despite this, research into the psychological mechanism behind it is lacking. The aim of this study is to discover a) the relationship between Hallyu culture and the psychological factors associated with interpersonal relationships mediated through digital platforms; and b) the psychological factors that contribute to one’s Korean Wave related purchase intention. The survey was conducted using an online questionnaire. Using a purposive sampling method, the core population of the survey consisted of Hallyu fans in Hungary, who were reached through various, Korean culture-specialised social media groups. Data from 495 eligible respondents was analysed using the PLS-SEM method with SMART PLS3 software. It can be concluded that fear of missing out (FOMO) and self-pressure to be member of fandom inspire presence in the online space, which can increase purchase intention towards K-goods, Results shows that the examined psychological elements have the greatest impact on two age groups (20-23 and 30-43 years old); however, due to its higher level of income and already established living circumstances the second group can respond to marketing activities to a greater extent. It has also been determined that the level of fandom involvement has a positive effect on purchase intention, something which can be further enhanced by FOMO and peer pressure. Based on the correlations identified, more effective marketing activities can be planned among fans through social media and influencers in fan groups.

Suggested Citation

  • Hargitai Dávid Máté & Grósz Annamária Sasné & Sas Zsófia, 2023. "Hallyu in the Heart of Europe: The rise of the Korean Wave in the digital space," Management & Marketing, Sciendo, vol. 18(4), pages 537-555, December.
    • Handle: RePEc:vrs:manmar:v:18:y:2023:i:4:p:537-555:n:1
    DOI: 10.2478/mmcks-2023-0029
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/mmcks-2023-0029
    Download Restriction: no
    File URL: https://libkey.io/10.2478/mmcks-2023-0029?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Dannie Kjeldgaard & Sren Askegaard, 2006. "The Glocalization of Youth Culture: The Global Youth Segment as Structures of Common Difference," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(2), pages 231-247, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kipnis, Eva & Demangeot, Catherine & Pullig, Chris & Broderick, Amanda J., 2019. "Consumer Multicultural Identity Affiliation: Reassessing identity segmentation in multicultural markets," Journal of Business Research, Elsevier, vol. 98(C), pages 126-141.
    2. Riefler, Petra, 2012. "Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 25-34.
    3. Pizzetti, Marta & Chereau, Philippe & Soscia, Isabella & Teng, Fangyuan, 2023. "Attitudes and intentions toward masstige strategies: A cross-cultural study of French and Chinese consumers," Journal of Business Research, Elsevier, vol. 167(C).
    4. Sobol, Kamila & Cleveland, Mark & Laroche, Michel, 2018. "Globalization, national identity, biculturalism and consumer behavior: A longitudinal study of Dutch consumers," Journal of Business Research, Elsevier, vol. 82(C), pages 340-353.
    5. Celhay, Franck & Cheng, Peiyao & Masson, Josselin & Li, Wenhua, 2020. "Package graphic design and communication across cultures: An investigation of Chinese consumers' interpretation of imported wine labels," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 108-128.
    6. Maria Palazzo & Agostino Vollero & Alfonso Siano, 2016. "Identifying new segments from a global branding perspective: a three-country study," Journal of Marketing Analytics, Palgrave Macmillan, vol. 4(4), pages 159-171, December.
    7. Marike Venter & Richard Chinomona & Tinashe Chuchu, 2016. "Factors Influencing Fashion Adoption among the Youth in Johannesburg, South Africa," Journal of Economics and Behavioral Studies, AMH International, vol. 8(4), pages 92-108.
    8. Ling LI, 2019. ""Glocalization" Of Shaoxing City In China: Indian Evidence," Social Sciences and Education Research Review, Department of Communication, Journalism and Education Sciences, University of Craiova, vol. 6(2), pages 174-197, November.
    9. Rašković, Matevž & Ding, Zhonghui & Škare, Vatroslav & Ozretić Došen, Đurđana & Žabkar, Vesna, 2016. "Comparing consumer innovativeness and ethnocentrism of young-adult consumers," Journal of Business Research, Elsevier, vol. 69(9), pages 3682-3686.
    10. Paul, Justin, 2019. "Masstige model and measure for brand management," European Management Journal, Elsevier, vol. 37(3), pages 299-312.
    11. Rašković, Matevž & Ding, Zhonghui & Hirose, Morikazu & Žabkar, Vesna & Fam, Kim-Shyan, 2020. "Segmenting young-adult consumers in East Asia and Central and Eastern Europe – The role of consumer ethnocentrism and decision-making styles," Journal of Business Research, Elsevier, vol. 108(C), pages 496-507.
    12. Timo Mandler & Fabian Bartsch & C. Min Han, 2021. "Brand credibility and marketplace globalization: The role of perceived brand globalness and localness," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1559-1590, October.
    13. Sichtmann, Christina & Davvetas, Vasileios & Diamantopoulos, Adamantios, 2019. "The relational value of perceived brand globalness and localness," Journal of Business Research, Elsevier, vol. 104(C), pages 597-613.
    14. Strizhakova, Yuliya & Coulter, Robin A., 2013. "The “green” side of materialism in emerging BRIC and developed markets: The moderating role of global cultural identity," International Journal of Research in Marketing, Elsevier, vol. 30(1), pages 69-82.
    15. Paulina Wojciechowska, 2017. "Influence of personality on buying behaviour: a cross- cultural study comparing Poland and the UK," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(6), pages 54-76.
    16. Timo Mandler & Fabian Bartsch & C. Min Han, 0. "Brand credibility and marketplace globalization: The role of perceived brand globalness and localness," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 0, pages 1-32.
    17. Stępień Beata & Lima Ana Pinto & Hinner Michael, 2018. "Are Millennials a Global Cohort? Evidence from the Luxury Goods Sector," Journal of Intercultural Management, Sciendo, vol. 10(2), pages 139-158, June.
    18. Pookulangara, Sanjukta & Koesler, Kristian, 2011. "Cultural influence on consumers' usage of social networks and its' impact on online purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 348-354.
    19. Strizhakova, Yuliya & Coulter, Robin A. & Price, Linda L., 2008. "The meanings of branded products: A cross-national scale development and meaning assessment," International Journal of Research in Marketing, Elsevier, vol. 25(2), pages 82-93.
    20. Gentina, Elodie & Shrum, L.J. & Lowrey, Tina M., 2016. "Teen attitudes toward luxury fashion brands from a social identity perspective: A cross-cultural study of French and U.S. teenagers," Journal of Business Research, Elsevier, vol. 69(12), pages 5785-5792.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:manmar:v:18:y:2023:i:4:p:537-555:n:1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.