REFLECTION OF THE HALLYU EFFECT ON TURKISH CONSUMERS' INTENTION TO PURCHASE KOREAN PRODUCTS
نویسندگان
چکیده
Popular culture has become the soft power policy of countries and been used as an important tool for promoting their own in other countries. In this study, it is aimed to investigate effect Korean (Hallyu/Korean wave) which element popular culture, increasing Turkey, especially on social media, parallel with world, purchasing behavior products along country image cultural proximity. For purpose, data were collected from 280 people groups consisting k-pop k-drama fans media. All three hypotheses formed a result analyzes accepted similar studies literature. As was revealed that elements Hallyu effect, proximity significantly affect intention purchase products.
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ژورنال
عنوان ژورنال: Anadolu U?niversitesi I?ktisadi ve I?dari Bilimler Faku?ltesi dergisi
سال: 2022
ISSN: ['2687-184X']
DOI: https://doi.org/10.53443/anadoluibfd.1171176