Latin American Consumer Behavior towards K-Dramas

A Netnographic Study of Korean Cultural Branding

Authors

DOI:

https://doi.org/10.62161/revvisual.v17.5706

Keywords:

Consumer behavior, K-Dramas, Korean culture, Netnography, Cultural brand, TikTok, Social Networks

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.

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Author Biographies

Africa Calanchez Urribarri, Universidad San Ignacio de Loyola

Universidad San Ignacio de Loyola, Faculty of Business Sciences, Marketing Career. Coordinator of the Marketing Research Group SOCSOSVER. Country Peru. Email: calanchezafrica@gmail.com, acalanchez@usil.edu.pe Orcid: https://orcid.org/0000-0002-9246-9927

Kerwin Chavez Vera, Universidad San Ignacio de Loyola

Universidad San Ignacio de Loyola, Faculty of Business Administration and Entrepreneurship. Coordinator of the Business Management and Entrepreneurship Research Group: GI-GEE. Country: Peru. Email: kerwin.chavez@usil.pe Orcid: https://orcid.org/0000-0003-2842-2099

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Published

2025-08-11

How to Cite

Calanchez Urribarri, A., & Chavez Vera, K. (2025). Latin American Consumer Behavior towards K-Dramas: A Netnographic Study of Korean Cultural Branding. VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 17(4), 1–23. https://doi.org/10.62161/revvisual.v17.5706

Issue

Vol. 17 No. 4 (2025)

Section

Research articles

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