Hargitai Dávid Máté – Sasné Grósz Annamária (2023): A magyar K-pop rajongók médiafogyasztói szegmensei. In: Révész Balázs – Gyulai Zsófia (eds.): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 pp. 104–114. DOI:10.62561/EMOK-2023-09

DOI

https://doi.org/10.62561/EMOK-2023-09

Authors

• Dávid Máté, Hargitai. Pannon Egyetem.
• Annamária, Sasné Grósz. Pannon Egyetem.

Abstract

Media consumer segments of Hungarian K-pop fans

Hallyu, as a cultural phenomenon, not only influences the openness to Korean culture, but also the purchasing behavior of fans. Hungarian society is also affected by K-pop and K-drama, so the significance of the characteristics of the digital space related to K-pop was examined in this study. The aim of the research is to make a more in-depth analysis of these fans. Using an internationally validated scale, the authors examined the dimension related to fandomization of domestic fans, which served as the basis for the segmentation procedure. For this purpose, an online questionnaire was sent out. The target population of the survey was Hungarian Hallyu fans, whom we reached through various social media groups. 495 complete responses were collected. The multivariate analyzes (factor, cluster, variance analysis) provided the opportunity to create customer profiles suitable for targeted marketing communication activities in this area by identifying 3 distinct segments. The results of the research not only support the previous research results, but also complement them by specifically examining the behavior of Hungarian fans in the context of digitalization.

Hallyu Kpop fan media consumption segmentation

Language

hungarian

Details of publishing collection

Révész Balázs – Gyulai Zsófia (eds.) (2023): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023

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