A Comprehensive Framework for Pop Culture and Consumer Behavior in the Context of Multiculturalism

Abstract

Pop culture has a huge impact on consumers’ lifestyles, attitudes, and behaviors. Due to development of the Internet and modern media, as well as new business models such as Subscription Video on Demand (SVOD) in the culture industry, consumers have unprecedented easy access to a vast and diverse range of cultural products from different parts of the world. However, this multicultural reception of pop culture has yet to be adequately discussed in the marketing field. This study attempts to bridge this gap. After a brief review of literature on marketing/consumer behavior and tourism, a qualitative approach is used to investigate the relationship between pop culture reception and consumer behavior. Data were obtained through an interview survey conducted mainly in East and Southeast Asia. A comprehensive framework on pop culture reception and consumer behavior in the context of multiculturalism is presented and the prospects for future studies are discussed.