Relação entre a popularização do Soft Power da cultura sul coreana no Brasil e o consumo de seus produtos culturais entre os jovens brasileiros

Abstract

Internationalization involves understanding the nature of the country's culture, so it interferes in the decision-making of the consumers purchasing power, where it takes into account their affinity for the country and soft power (ideological and cultural influence). This research was intended in general to understand the background which influences the internationalization, soft power and consumption of South Korean cultural products by young Brazilians. A model of the antecedents of the internationalization of cultural products was presented. Google Forms was used to capture such information, applied to 215 respondents, in 23 Brazilian states. Such data were analyzed using structural equation modeling based on Pearson's correlation coefficient (r) and using the Spss software. This research contributes methodologically due to self reporting which was used to analyze internationalization, ideological and cultural influence (soft power) and consumption by young Brazilians, generating a possibility of greater theoretical deepening in issues related to international business, emphasizing the perspective of global consumption. Cosmopolitanism had a positive influence on affinity with the country. It was noticed that South Korean music and the fact that the country is known worldwide influence the internationalization of South Korean cultural products. As for practical application, this research contributes to managers and entrepreneurs in the cultural sector in the knowledge of their target audience, taking into account that a good part of cultural products are services that represent a relationship between service provider and customer. This service provision is related to the opportunity cost and the price of cultural products.