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Mass Culture, Imports and Conspicuous Consumption

Annie Tubadji Orcid Logo, Ruxiang Wee, Don J. Webber

Journal of Economic Issues, Volume: 57, Issue: 3, Pages: 735 - 759

Swansea University Author: Annie Tubadji Orcid Logo

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DOI (Published version): 10.1080/00213624.2023.2237857

Abstract

This study investigates how a country’s promotion of its culture affects anothercountry’s consumption patterns. We collected primary data from Malaysians abouttheir exposure to Korean drama and consumption of Korean cosmetics in order to testwhether the imaging of Korean cultural richness through th...

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Published in: Journal of Economic Issues
ISSN: 0021-3624 1946-326X
Published: Informa UK Limited 2023
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URI: https://cronfa.swan.ac.uk/Record/cronfa59201
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last_indexed 2023-01-21T04:07:34Z
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spelling v2 59201 2022-01-17 Mass Culture, Imports and Conspicuous Consumption f17b08e9124965486f3b5885a87b396d 0000-0002-6134-3520 Annie Tubadji Annie Tubadji true false 2022-01-17 ECON This study investigates how a country’s promotion of its culture affects anothercountry’s consumption patterns. We collected primary data from Malaysians abouttheir exposure to Korean drama and consumption of Korean cosmetics in order to testwhether the imaging of Korean cultural richness through the international marketingstrategy termed Hallyu (entailing the use of Korean TV drama to image South Korea asa celebrated country) instigates conspicuous consumption in Malaysia. Respondents withhigher levels of education but lower income watched Korean drama more intensively, andthe intensity of watching Korean drama was positively associated with the consumptionof Korean cosmetics. Our results highlight the ability to affect trade between countries byadvertising through mass culture and exploiting the need for conspicuous consumption bythose individuals experiencing perceived relative deprivation Journal Article Journal of Economic Issues 57 3 735 759 Informa UK Limited 0021-3624 1946-326X Culture-based development, trade, veblen, relative income 1 9 2023 2023-09-01 10.1080/00213624.2023.2237857 http://dx.doi.org/10.1080/00213624.2023.2237857 COLLEGE NANME Economics COLLEGE CODE ECON Swansea University SU Library paid the OA fee (TA Institutional Deal) 2023-09-25T15:34:28.7180471 2022-01-17T12:38:49.4381030 Faculty of Humanities and Social Sciences School of Social Sciences - Economics Annie Tubadji 0000-0002-6134-3520 1 Ruxiang Wee 2 Don J. Webber 3 59201__28440__1312c21bb35d4006aaf7d91ea61a5ac2.pdf Mass Culture Imports and Conspicuous Consumption.pdf 2023-09-04T15:44:19.1446481 Output 586724 application/pdf Version of Record true © 2023, The Author(s). This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creative-commons.org/licenses/by/ 4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. true eng http://creative-commons.org/licenses/by/ 4.0/),
title Mass Culture, Imports and Conspicuous Consumption
spellingShingle Mass Culture, Imports and Conspicuous Consumption
Annie Tubadji
title_short Mass Culture, Imports and Conspicuous Consumption
title_full Mass Culture, Imports and Conspicuous Consumption
title_fullStr Mass Culture, Imports and Conspicuous Consumption
title_full_unstemmed Mass Culture, Imports and Conspicuous Consumption
title_sort Mass Culture, Imports and Conspicuous Consumption
author_id_str_mv f17b08e9124965486f3b5885a87b396d
author_id_fullname_str_mv f17b08e9124965486f3b5885a87b396d_***_Annie Tubadji
author Annie Tubadji
author2 Annie Tubadji
Ruxiang Wee
Don J. Webber
format Journal article
container_title Journal of Economic Issues
container_volume 57
container_issue 3
container_start_page 735
publishDate 2023
institution Swansea University
issn 0021-3624
1946-326X
doi_str_mv 10.1080/00213624.2023.2237857
publisher Informa UK Limited
college_str Faculty of Humanities and Social Sciences
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hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Social Sciences - Economics{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Social Sciences - Economics
url http://dx.doi.org/10.1080/00213624.2023.2237857
document_store_str 1
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description This study investigates how a country’s promotion of its culture affects anothercountry’s consumption patterns. We collected primary data from Malaysians abouttheir exposure to Korean drama and consumption of Korean cosmetics in order to testwhether the imaging of Korean cultural richness through the international marketingstrategy termed Hallyu (entailing the use of Korean TV drama to image South Korea asa celebrated country) instigates conspicuous consumption in Malaysia. Respondents withhigher levels of education but lower income watched Korean drama more intensively, andthe intensity of watching Korean drama was positively associated with the consumptionof Korean cosmetics. Our results highlight the ability to affect trade between countries byadvertising through mass culture and exploiting the need for conspicuous consumption bythose individuals experiencing perceived relative deprivation
published_date 2023-09-01T15:34:29Z
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score 11.037603

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