Social media, information presentation, consumer involvement, and cross-border adoption of pop culture products

Abstract

Abstract In view of the rapidly increasing influences of mass-cultures of foreign origin on multi-facets of domestic consumption behavior, which has been saliently demonstrated by “Korea Wave” in its global cultural influences, this study attempts to validate the key factors affecting the cross-border adoption of arguments made in social media concerning mass-orientated, pop cultural products (drama, movie, music, and food, etc.) of foreign origin. This study examines whether social network traits (tie strength and centrality) of Chinese consumers influence the adoption of arguments about Korean cultural products in the social media context. Further, an experimental study confirms that argument presentation (text versus image) and the consumer’s involvement level affect the adoption. Finally, the adoption of arguments on Korean cultural products is found to influence Chinese consumers’ intention to purchase products made in Korea, suggesting the presence of the country-of-cultural-origin effect.