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.

• Annamária Sasné Grósz(University of Pannonia)
• Dávid Máté Hargitai(University of Pannonia)
• Zsófia Sas(University of Pécs)