K-뷰티 글로벌 확산을 위한 문화적 현지화 전략: 인플루언서 소셜미디어 마케팅 통합 프레임워크

• 영문명: Cultural Localization Strategies for Global Expansion of K-Beauty: An Integrated Framework for Influencer Social Media Marketing
• 발행기관: 케이뷰티인학회
• 저자명: 이준영
• 간행물 정보: 『케이뷰티인학회지』제5권 제2호, 5~11쪽, 전체 7쪽
• 주제분류: 예술체육 > 의상
• 파일형태: PDF
• 발행일자: 2025.08.30

국문 초록

This study is a conceptual paper that develops an integrated theoretical framework to explain regional differences in the acceptance of K-Beauty during its global expansion process. The study theorizes the global acceptance mechanism of K-Beauty by integrating cultural proximity theory (Straubhaar, 1991), cultural dimensions theory (Hofstede, 1980), and diffusion of innovations theory (Rogers, 1995). Additionally, the explanatory power of the theoretical model is strengthened by synthesizing results from recent empirical studies—linguistic characteristics of K-Beauty YouTube content and consumer responses (Lee & Kim, 2025), audiovisual elements of short-form advertisements and view count prediction (Kim et al., 2024), and influencer scale and brand awareness (Kim, Park, & Oh, 2024). The research findings suggest that cultural proximity, individualism-collectivism orientation, linguistic accessibility, influencer characteristics, and platform factors may have differential impacts on regional acceptance of K-Beauty. Based on these findings, a 'Cultural Localization Strategy Matrix' is proposed, providing theoretical and practical implications for K-Beauty companies' global marketing strategy development. This study, being conceptual in nature, requires subsequent empirical validation.

목차

I. 서론

II. 이론적 배경

III. 선행 실증 연구 고찰

IV. 통합 이론 모델의 개발

V. 결론

참고문헌

키워드

K-Beauty Digital Platforms Diffusion of Innovations Theory Global Marketing Influencers