Online Content Consumption Among Hungarian Fans of South Korean Pop Culture
Abstract
Since the second half of the 1990s, the spreading of South Korean popular culture gained popularity and attention. This phenomenon can be called ‘Hallyu’. Since the beginning of Hallyu, one of the key elements of the marketing strategy of South Korean CCI (creative and cultural industries) companies has been the use of modern online and digital tools. In the case of music content, for example, the free, easily accessible channels (YouTube) are the primary means of access.
The Hungarian consumers of South Korean culture are a very narrow group of consumers, estimated at around 30,000. Nevertheless, surveying the habits of such a narrow consumer group can provide an interesting experience for marketers.
The aim of this article is to summarise the online and digital communication tools and to present and analyse the online and digital communication of consumers among this specific consumer group, the domestic South Korean film series and pop music fans.
The theoretical background of the study is based on the analysis of online and digital marketing and Hallyu literature. This is followed by an analysis of the preferences of "Hallyu consumers" based on domestic research on the diffusion of Hallyu conducted in 2022. The study summarizes the attributes that characterize the consumers of this subculture, with a special focus on the use of online and digital communication and tools.
The companies involved in Hallyu are nowadays focusing on the creation of unique content using online tools, involving consumers in content production. This marketing method is also making its impact felt in our country, and research shows that fans are active in this direction (Shim & Gajzágó, 2023). These specific methods can serve as an example for other CCI organisations and businesses.
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