The neuromarketing of K-pop: an art that seduces teenagers?

Abstract

Objective. To analyze the current situation of K-pop neuromarketing in the students of the Julio Armando Ruiz Vásquez Public Educational Institution, Huánuco, 2022. Methods. The study was of a descriptive substantive type and had a quantitative approach and a non-experimental-transversal design. The sample, selected through the use of probabilistic sampling (stratified random), was composed of 135 students who, after informed consent, were administered a survey. The data were processed with the SPSS V25 statistical program. Results. The results obtained from the study served to delimit the strategies and elements of neuromarketing that have a greater impact on the habits of adolescent K-pop consumers. The elements that indicated favorable results were: a) according to the emotional marketing dimension, selling positive emotions (46.7%) and sense of belonging/identification with the message conveyed by K-pop (40%); b) according to the consumer behavior dimension, purchase decision linked to the influence of idols in the fashion industry (40%); c) according to the visual impact dimension, the use of well-groomed aesthetics (40%) and eye-catching choreographies (33.4%). Conclusions. The neuromarketing of K-pop in terms of research and emotional processes, shows its effectiveness in building loyalty among teenage consumers.