Influence of Korean Culture on Millennial and Gen Z: Purchase Intentions on Beauty Industry

The global rise of Korean culture including K-beauty, K-pop, K-dramas, and other lifestyle trends has had a significant impact on how younger consumers think and make purchasing decisions. The objective of this study to know the demographic characteristics of consumers and their sources of awareness regarding the Korean beauty industry and to examine the influence of the Korean beauty industry on the purchasing behaviour of Millennial and Gen Z consumers as well as to assess the role of social media platforms in influencing the purchase of Korean beauty products among Millennial and Gen Z consumers .Millennials and Gen Z, in particular, represent highly responsive consumer segments whose purchase behaviours are increasingly shaped by celebrity influence and digital media exposure. This study employed an online questionnaire to collect data on respondents’ purchase intentions toward the Korean beauty industry. Convenience sampling and snowball sampling techniques were used for data collection. The questionnaire was distributed through email, whatsapp, internet groups, and social media platforms by the researchers. The study captured first-hand consumer experiences, opinions, and behaviours related to influencer marketing.