El neuromarketing del k-pop: ¿un arte que seduce a los adolescentes?

Gianmarco Común Rojas; Lourdes Adriana Ramón Vilcas; Cecilia del Pilar Rivera López; Christian Martel-Carranza

doi:10.37711/rcie.2023.3.1.21

Authors

Gianmarco Común Rojas Universidad de Huánuco, Huánuco, Perú. https://orcid.org/0000-0003-0528-4957
Lourdes Adriana Ramón Vilcas Universidad de Huánuco, Huánuco, Perú. https://orcid.org/0009-0009-8795-8580
Cecilia del Pilar Rivera López Universidad de Huánuco, Huánuco, Perú. https://orcid.org/0000-0002-0215-1270
Christian Martel-Carranza Universidad de Huánuco, Huánuco, Perú. https://orcid.org/0000-0001-9272-3553

DOI:

https://doi.org/10.37711/rcie.2023.3.1.21

Keywords:

consumer behavior, purchase decision, visual impact, k-pop, emotional marketing, neuromarketing

Abstract

Objective. Analyze 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. 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.

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