The Hallyu Phenomenon and its Impact on Consumer Behavior: a Bibliometrics Analysis

Abstract

The Hallyu phenomenon, also known as the Korean Wave, refers to the global popularity and influence of South Korean entertainment, including music (K-pop), TV dramas (K-Drama), movies (K-Movie), K-variety shows, fashion (K- Fashion), beauty (K-Beauty), and food (K-Food). This study aims to explore, examine, review research articles that discuss the relationship between the hallyu phenomenon and its impact on consumer behavior using manual and bibliometric analysis methods. The bibliometric study conducted was based on data from the Google Scholar database for the last five years (2018-2023). There were 1000 research articles published in that period. This study reviews various charts such as co-authorship analysis, co-occurrence analysis, Bibliographic coupling analysis. This study tries to summarize research developments related to the hallyu phenomenon and its impact on consumer behavior in order to be able to provide a brief description to stakeholders about this hallyu phenomenon on consumer behavior. This research is expected to be able to assist and develop future research directions related to the hallyu phenomenon and consumer behavior.