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Hallyu in the Heart of Europe: The rise of the Korean Wave in the digital space Cover

Hallyu in the Heart of Europe: The rise of the Korean Wave in the digital space

Management & Marketing
Volume 18 (2023): Issue 4 (December 2023)
By: Dávid Máté Hargitai,  Annamária Sasné Grósz and  Zsófia Sas  
Open Access
|Jan 2024

Authors

Dávid Máté Hargitai

hargitai.david@gtk.uni-pannon.hu

Department of Marketing, University of Pannonia, Veszprém, Hungary

Annamária Sasné Grósz

Department of Marketing, University of Pannonia, Veszprém, Hungary

Zsófia Sas

University of Galway, College of Arts, Social Sciences and Celtic Studies, Ireland
DOI: https://doi.org/10.2478/mmcks-2023-0029 | Journal eISSN: 2069-8887 | Journal ISSN: 1842-0206
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Language: English
Page range: 537 - 555
Published on: Jan 2, 2024
Published by: Society for Business Excellence
In partnership with: Paradigm Publishing Services
Publication frequency: 4 issues per year
Keywords:
Hallyu,
FOMO,
Fandomisation,
Peer-Pressure,
K-Pop,
Purchase intention,
Path analysis
Related subjects:
Business and economics,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business development, change management, cooperation,
Entrepreneurship

© 2024 Dávid Máté Hargitai, Annamária Sasné Grósz, Zsófia Sas, published by Society for Business Excellence
This work is licensed under the Creative Commons Attribution 4.0 License.

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