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Netnographic analysis reveals K-Dramas influence consumer behavior in Latin America, suggesting a cultural bridge exists to South Korean products.
K-Dramas have emerged as a global cultural phenomenon in the last decade. 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.
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Urribarri et al. (2025) studied this question.
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