Document Type
Conference Proceeding
Publication Date
Spring 2-6-2024
Abstract
This study explores individuals’ perceptions and attitudes toward Korean popular (henceforth referenced as Kpop) culture. Additionally, this study also aims to assess the impact of Kpop culture on consumers’ Korean product purchase and travel behaviors. Self-construal theory and social identity theory – being applied at individual and collective levels, respectively – will be employed within a qualitative, semi-structured, and inductive approach, an arrangement based around the game of “Dalgona” as seen in the Squid Game Korean Drama (henceforth referenced as K-Dramas). Study data may lend itself to both expansion of theoretical understanding regarding the study model and progression of marketer perceptions on consumer behavior.
Recommended Citation
Wang, W., Tyson, P., & Overby, H. (2024). Cookies and calamari: Squid game’s “Dalgona” and cutting shapes from its impact on Korean product purchase and travel intentions. The 2024 Association of Marketing Theory and Practice Proceedings,18. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2024/18
