KOREASCHOLAR

HALLYU IN THE HEART OF EUROPE: A MODEL OF CONSEQUENCIES OF DIGITAL SPACE ON HUNGARIAN FANS

Annamária Sasné Grósz, Dávid Máté Hargitai, Zsófia Sas
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422732
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.744-749
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Hallyu, as a cultural phenomenon affects not only openness for Korean culture, but also influence buying behaviour of fans. Hungarian society is also affected by K-pop and K-drama, therefore significance of K-pop related characteristics of digital space (such as fear of missing out, peer pressure and fandoms) were examined in this study. Authors developed a model how these elements are connected to purchase intension of Hungarian fans.

Keyword
HallyuHungaryConsumer behaviorKpop fandomPurchase intention
Author
  • Annamária Sasné Grósz(University of Pannonia)
  • Dávid Máté Hargitai(University of Pannonia)
  • Zsófia Sas(University of Pécs)