análisis de las motivaciones y hábitos de consumo de contenidos k-pop en estudiantes universitarios

Abstract

In the context of the growing popularity of K-pop worldwide, this research seeks to analyze the consumption habits of K-pop content in university students, specifically in the Faculty of Social Sciences of the Technical University of Machala. The study justifies its relevance given the cultural impact of K-pop and the need to understand the motivations that drive this key segment to consume said content. The main objective is to analyze the motivations that influence the consumption habits of K-pop content in young university students, applying a quantitative methodology with a representative sample of 342 students. The study found that interest in Korean culture and passion for K-pop are the main motivations influencing consumption habits. The majority of young people spend less than an hour a day consuming related content, preferring platforms such as YouTube and TikTok. Albums and songs, along with music videos, are the most popular formats. Although exposure to K-pop news has not significantly increased interest in the genre among most students, they maintain a healthy relationship with the content, without experiencing saturation or fatigue. The analysis revealed the importance of individual motivations in K-pop consumption, and how digital platforms play a fundamental role in meeting these needs. These findings are valuable for communication, marketing, and education professionals interested in effectively connecting with the youth audience and understanding their media consumption dynamics.