Success Factors and Sustainability of the K-Pop Industry: A Structural Equation Model and Fuzzy Set Analysis

As the popularity of K-pop grows, industry is contributing to positive perceptions South Korea’s overall national brand value. This has led it being considered a strategic worth cultivating. However, many people are unsure its sustainability. To address this, our study investigates factors that key industry’s success—K-pop success factors—and their relationship with sustainability (SNS citizenship behavior and tourist behavioral intention). The surveyed 1247 global viewers (eight countries) who listen via TV, radio, Internet, watch videos on YouTube, search information related SNS. collected data were analyzed using two statistical techniques: structural equation model (SEM) analysis fuzzy set-quality comparative (fsQCA). (1) According SEM analysis, factors, three demonstrated statistically significant influence SNS behavior: casting, producing/promotion, content. (2) showed intention. (3) fsQCA results, training, social media, content, commonly derived at least times, indicating these impacting (4) In summary, results confirmed that, exception producers, five crucial increasing