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IDENTITY AND CONSUMER PREFERENCES OF TRANSYLVANIAN HUNGARIANS
Annamária Sasné Grósz,Zoltán Veres 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
This research was conducted to examine the national identity and consumer behavior of the Hungarian minority’s young generation in Romania3. We may use the results for interpreting groups as segments with different type and level of national identity and forming of marketing-mix that fits to their national identity consciousness.
HALLYU IN THE HEART OF EUROPE: A MODEL OF CONSEQUENCIES OF DIGITAL SPACE ON HUNGARIAN FANS
Annam?ria Sasn? Gr?sz,D?vid M?t? Hargitai,Zs?fia Sas 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Hallyu, as a cultural phenomenon affects not only openness for Korean culture, but also influence buying behaviour of fans. Hungarian society is also affected by K-pop and K-drama, therefore significance of K-pop related characteristics of digital space (such as fear of missing out, peer pressure and fandoms) were examined in this study. Authors developed a model how these elements are connected to purchase intension of Hungarian fans.