Year: 2025
Type: article
Abstract: K-Dramas have emerged as a global cultural phenomenon in the last decade. This research examines its influence on consumer behavior and perception of the South Korean cultural brand in Latin America through a netnographic analysis of interactions on TikTok. Using data mining, Atlas.ti and EmojiCloudAPP, a strong emotional connection of viewers, preference for subtitled content in original language and a significant impact on the consumption of South Korean products (food, fashion and beauty), acting as a cultural bridge between South Korea and Latin America were evidenced.
Institution: Universidad San Ignacio de Loyola
Language: English
Subfield: Cultural Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4413199563