Comportamiento del Consumidor Latinoamericano ante los Dramas Coreanos
Un Estudio Netnográfico de la Marca Cultural Coreana
DOI:
https://doi.org/10.62161/revvisual.v17.5706Palabras clave:
Comportamiento del consumidor, K-Dramas, Cultura coreana, Netnografía, Marca cultural, TikTok, Redes socialesResumen
Los K-Dramas han emergido como un fenómeno cultural global en la última década. Esta investigación examina su influencia en el comportamiento del consumidor y la percepción de la marca cultural surcoreana en América Latina a través de un análisis netnográfico de las interacciones en TikTok. Utilizando minería de datos, Atlas.ti y EmojiCloudAPP, se evidenció una fuerte conexión emocional de los espectadores, preferencia por contenidos subtitulados en idioma original y un impacto significativo en el consumo de productos surcoreanos (comida, moda y belleza), actuando como puente cultural entre Corea del Sur y América Latina.
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