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Journals / Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2022 / Cilt: 23 - Sayı: 4

REFLECTION OF THE HALLYU EFFECT ON TURKISH CONSUMERS' INTENTION TO PURCHASE KOREAN PRODUCTS

HALLYU ETKİSİNİN TÜRK TÜKETİCİLERİN KORE ÜRÜNLERİ SATIN ALMA NİYETİ ÜZERİNE YANSIMASI

Tuğba BORAZAN
Nur ÖZER CANARSLAN
Pages
306–322
Publication Date
2022-12-31
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

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.

📌 3 Key Takeaways

🎯
Objective & Hypothesis: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.
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Key Findings & Data:For this purpose, data were collected from 280 people in groups consisting of k-pop and k-drama fans on social media.
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Conclusion & Impact: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.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Popüler Kültür · Hallyu Etkisi · Ülke İmajı

Abstract

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.

Özet

Popüler kültür, ülkelerin yumuşak güç politikası haline gelmiş ve kendi kültürlerinin diğer ülkelerde tanıtılması anlamında önemli bir araç olarak kullanılmıştır. Bu çalışmada günümüzde özellikle sosyal medya üzerinde dünyayla paralel olarak Türkiye’de de artan popüler kültürün bir öğesi olan Kore etkisinin (Kore dalgası/Hallyu), ülke imajı ve kültürel yakınlıkla beraber Kore ürünlerini satın alma davranışları üzerindeki etkisinin araştırılması amaçlanmıştır. Bu amaç doğrultusunda sosyal medyada k-pop, k-drama fanlarından oluşan gruplarda 280 kişiden anket yoluyla veri toplanmıştır. Yapılan analizler sonucunda oluşturulan üç hipotezin üçü de literatürde yer alan çalışmalarla benzer olarak kabul edilmiştir. Çalışma sonucunda k-pop ve k-drama unsurlarıyla Hallyu etkisi, ülke imajı ve kültürel yakınlığın Kore ürünleri satın alma niyetini anlamlı şekilde etkilediği ortaya çıkmıştır.

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Cite This Article

BORAZAN, T., CANARSLAN, N. Ö. (2022). REFLECTION OF THE HALLYU EFFECT ON TURKISH CONSUMERS' INTENTION TO PURCHASE KOREAN PRODUCTS. Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 23 - Sayı: 4, 306–322. https://ajindex.com/articles/857111

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