As the growing global influence of Korean Pop-Culture (commonly referred to as Korea Wave or Hallyu) draws the attention of scholars and media practitioners, it seems appropriate to investigate from a wide spectrum of perspectives (including cultural, communication, and purchase decision...

Under the sociological theory of homophily, people who are similar to one another are more likely to interact with one another. Marketers often have access to data on interactions among customers from which, with homophily as a guiding principle, inferences could be made about the underlying...