Predicting Arab Consumers’ Preferences on the Korean Contents Distribution

Park,, Y. , Chaffar,, S. , Kim,, M. , & Ko,, H. (2017). Predicting Arab Consumers’ Preferences on the Korean Contents Distribution. The Journal of Distribution Science, 15(4), 33-40, https://doi.org/https://doi.org/10.15722/jds.15.4.201704.33

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Abstract

Purpose - This study aims to examine the analysis of pattern on Arab countries consumers' preferences of the Korean Contents using social media, Facebook since Korean entertainment contents have been distributed in the global marketplace. Then we focus on developing Predictive model using a Data Mining Technique. Research design, data and methodology - In order to understand preference growth of Korean contents in Arabic countries, we- collected data from two popular Facebook pages: 'Korean movies and drama' and 'K-pop'. Then, we adopted a data-driven approach based on Data Mining techniques. Results - It is obvious that the number of likes for K-pop will increase for all North African and Middle Eastern countries, however concerning Korean Movies and Drama except Tunisia it is decreasing for Algeria, Egypt and Morocco. Also, concerning Saudi Arabia and United Arab Emirates, the number of likes will decrease for Korean Movies and Drama which is not the case for Iraq. Conclusions - It is noted in this study that K-contents such as drama, movie and music are sometimes a gateway to a wider interest in Korean culture, food and brands. Moreover, this study gives significant implications for developing predictive model to forecast Korean contents' consumption and preferences.

keywords: Korean Wave, Entertainment, Social Media, Data Mining, Predictive Analysis

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Article Contents

Vol.15 No.4

Predicting Arab Consumers’ Preferences on the Korean Contents Distribution

Abstract

Reference

The Journal of Distribution Science