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Article

Success Factors and Sustainability of the K-Pop Industry: A Structural Equation Model and Fuzzy Set Analysis

1
The Cultural Policy Laboratory, Sangmyung University, Chungcheongnam-do 31006, Korea
2
School of Dance, Kyung Hee University, Seoul 02447, Korea
3
Department of Dance, Yongin University, Gyeonggi-do 17092, Korea
4
Department of Cultural & Arts Management, Sangmyung University, Chungcheongnam-do 31066, Korea
*
Author to whom correspondence should be addressed.
Academic Editor: Adam Jabłoński
Sustainability 2021, 13(11), 5927; https://doi.org/10.3390/su13115927
Received: 15 April 2021 / Revised: 14 May 2021 / Accepted: 21 May 2021 / Published: 24 May 2021
(This article belongs to the Special Issue Digital Business Models in Network Management)
As the popularity of K-pop grows, the industry is contributing to the positive perceptions of South Korea’s overall national brand value. This has led to it being considered a strategic industry worth cultivating. However, many people are unsure of its sustainability. To address this, our study investigates the factors that are key to the industry’s success—K-pop industry success factors—and their relationship with sustainability (SNS citizenship behavior and tourist behavioral intention). The study surveyed 1247 global viewers (eight countries) who listen to K-pop via TV, radio, and the Internet, watch K-pop videos on YouTube, and search information related to K-pop on SNS. The collected data were analyzed using two statistical techniques: structural equation model (SEM) analysis and fuzzy set-quality comparative analysis (fsQCA). (1) According to the SEM analysis, of the K-pop success factors, three factors demonstrated a statistically significant positive influence on SNS citizenship behavior: casting, producing/promotion, and content. (2) SNS citizenship behavior showed a statistically significant positive influence on tourist behavioral intention. (3) According to the fsQCA results, casting, training, social media, content, and SNS citizenship behavior were commonly derived at least three times, indicating that these are key factors impacting tourist behavioral intention. (4) In summary, results confirmed that, with the exception of producers, the five K-pop success factors, casting, training, producing/promotion, social media, and content, are crucial to sustainability and to increasing tourist behavioral intention. View Full-Text
Keywords: success factors of K-pop; sustainability; eight countries; global viewers; structural equation model analysis; fuzzy set-quality comparative analysis success factors of K-pop; sustainability; eight countries; global viewers; structural equation model analysis; fuzzy set-quality comparative analysis
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MDPI and ACS Style

Kim, J.-h.; Jung, S.-h.; Roh, J.-s.; Choi, H.-j. Success Factors and Sustainability of the K-Pop Industry: A Structural Equation Model and Fuzzy Set Analysis. Sustainability 2021, 13, 5927. https://doi.org/10.3390/su13115927

AMA Style

Kim J-h, Jung S-h, Roh J-s, Choi H-j. Success Factors and Sustainability of the K-Pop Industry: A Structural Equation Model and Fuzzy Set Analysis. Sustainability. 2021; 13(11):5927. https://doi.org/10.3390/su13115927

Chicago/Turabian Style

Kim, Joon-ho, Seung-hye Jung, Jung-sik Roh, and Hyun-ju Choi. 2021. "Success Factors and Sustainability of the K-Pop Industry: A Structural Equation Model and Fuzzy Set Analysis" Sustainability 13, no. 11: 5927. https://doi.org/10.3390/su13115927

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