Kore dalgasının (Hallyu) z kuşağı tüketici davranışlarına etkisi

The globally successful Korean Wave (Hallyu) is a phenomenon that expresses interest in South Korean popular culture and products. Besides the Korean government policies, Korean companies, the development of the internet and social media; the biggest reason behind this success is the international fan base, namely consumers. The Korean Wave, whose main target group is the young generation, created an emotional bond with various consumption patterns and had an impact on the fans in the Turkish market as well as all over the world. While this research includes up-to-date information about the Korean Wave and its general reflections in Turkey, it is a qualitative case study on Generation Z, who joined the global Hallyu fan base as a result of the consumption habits of Korean popular culture products. In this direction, "What/ How are the impacts of the Korean Wave on consumer behavior of generation Z?" seeks an answer to the question. For the selection of the study group, purposeful sampling method was used, and the study group consisted of 26 female participants who are members of the Korean cultural communities of universities, the Korean cultural centers in Turkey, and who followed Korean popular culture with admiration. A semi-structured interview form was used, and the data obtained from the interviews were analyzed by descriptive analysis method. In line with the information obtained at the end of the research, the Korean Wave has several impacts on consumer behavior of generation Z fans in Turkey. It has been revealed that the addictive and stimulating contents of K-pop and K-dramas created a positive image of Korea in the minds of fans and encouraged the consumption of other cultural elements, where Turkish fans spend superabundant time, money, and energy.