THE K-POP FAN CULTURE : CONSUMER, PARASOSIAL INTERACTION AND ADOLESCENTS IN INDONESIA

Abstract

This article aims to explore the influence of K-Pop culture and parasocial interactions on adolescent consumer behavior in Indonesia, with a particular focus on the role of social media. This research offers a new perspective on how popular culture such as K-Pop can influence adolescent consumer behavior, especially in the context of parasocial interaction through social media. The research method used is descriptive qualitative, data obtained from relevant literature and research. The results showed that K-Pop culture has a significant impact on adolescent consumer behavior, especially through parasocial interactions on social media. However, this study has limitations because the number of research publications used in this article is limited, and also because developments through social media will continue to change along with technological developments, times, and human mindsets. So, the author suggests the need for further research. In conclusion, this study shows that K-Pop culture and parasocial interactions through social media have a significant influence on adolescent consumer behavior in Indonesia. This knowledge can be used by the K-Pop industry and marketers to design more effective marketing strategies for the teenage market in Indonesia in the context of Society 5.0.