Degree

BS (Social Sciences & Liberal Arts)

Faculty / School

School of Economics and Social Sciences (SESS)

Department

Department of Social Sciences & Liberal Arts

Date of Award

Spring 2024

Date of Submission

2024-09-10

Advisor

Sheikh Irfan Muhammad, Visiting Faculty,Department of Social Sciences

Project Type

SSLA Culminating Experience

Access Type

Restricted Access

Keywords

Korean dramas (K-dramas), Korean skincare (K-skincare), Product Placement

Abstract

This paper aimed to explore the impact Korean dramas (K-dramas) and product placement, a marketing strategy, has on the brand image of Korean skincare products among the Gen Z female audience of Pakistan. The research objective was to investigate how K-dramas, as a form of media, influence beauty perceptions and consumer behavior related to the purchase of skincare. This was done through investigating the relationship between media representation and local beauty norms. The study also focused on the integration of K-skincare into the Pakistani local markets, exploring the popularity and perceptions of Korean-inspired Pakistani skincare products. In-depth semi structured interviews were taken to gather data from six female participants. The data was then analyzed using thematic analysis, resulting in several key themes. These themes broadly discussed the definition of beauty, importance of skincare, brand perceptions, impact of K-dramas and product placements, and the cultural influence of K-dramas. The research findings revealed the significant impact of K-dramas on the perceptions of the participants regarding K-skincare and beauty practices, influenced by the positive portrayal of Korean skincare in K-dramas. The study also highlighted how covert product placements effectively create a positive brand image, leading to a higher likelihood of purchase intentions. The study offers an understanding of how global media impacts local cultures, especially in the context of beauty in Pakistan.

Keywords: Korean dramas (K-dramas), Korean skincare (K-skincare), Product Placement, Brand Image, Gen Z.

Pages

60

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