LATIN AMERICAN CONSUMER BEHAVIOR TOWARDS K-DRAMAS: A NETNOGRAPHIC STUDY OF KOREAN CULTURAL BRANDING

Abstract

K-Dramas have emerged as a global cultural phenomenon in the lastdecade. 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.