Tubadji, A., Wee, R. and Webber, D.J. orcid.org/0000-0002-1488-3436 (2023) Mass culture, imports and conspicuous consumption. Journal of Economic Issues, 57 (3). pp. 735-759. ISSN 0021-3624
Abstract
This study investigates how a country’s promotion of its culture affects another country’s consumption patterns. We collected primary data from Malaysians about their exposure to Korean drama and consumption of Korean cosmetics in order to test whether the imaging of Korean cultural richness through the international marketing strategy termed Hallyu (entailing the use of Korean TV drama to image South Korea as a celebrated country) instigates conspicuous consumption in Malaysia. Respondents with higher levels of education but lower income watched Korean drama more intensively, and the intensity of watching Korean drama was positively associated with the consumption of Korean cosmetics. Our results highlight the ability to affect trade between countries by advertising through mass culture and exploiting the need for conspicuous consumption by those individuals experiencing perceived relative deprivation.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2023 The Author(s). Published with license by Taylor & Francis Group, LLC. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent. |
Keywords: | Culture-Based Development; trade; Veblen; relative income |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Management School (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 23 Oct 2023 14:18 |
Last Modified: | 23 Oct 2023 14:18 |
Status: | Published |
Publisher: | Informa UK Limited |
Refereed: | Yes |
Identification Number: | 10.1080/00213624.2023.2237857 |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:204503 |
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