The influence of Korean cinematography arts on Ho Chi Minh adolescents' purchase intention of Korean products

Abstract

This essay delves into the intricate relationship between Korean cinematography arts and the purchasing intentions of adolescents in Ho Chi Minh City concerning Korean products. The surge in popularity of Korean films and dramas globally has sparked interest in understanding the broader implications of this cultural phenomenon, particularly on consumer behavior. This research aims to explore the impact of Korean cinematography on the preferences and choices made by adolescents in HCM, shedding light on the connection between storytelling, cultural representation, and the subsequent influence on purchasing decisions. The study used a survey sample of 201 consumers in Ho Chi Minh City and quantitative analysis tools. By examining the cultural, idolatrous and useful elements, the research seeks to identify patterns and correlations between cinematic exposure and the inclination to purchase Korean products. This investigation also considers the role of product placement, brand visibility, and the overall portrayal of Korean lifestyle and aesthetics in influencing the consumer mindset. Moreover, the essay aims to contribute to the existing literature on the globalization of Korean popular culture and its impact on consumer behavior. As Ho Chi Minh adolescents navigate the digital landscape saturated with Korean media, understanding the nuanced ways in which cinematic arts shape their perceptions and preferences becomes crucial for marketers and cultural analysts alike.