sustainability Article Success Factors and Sustainability of the K-Pop Industry: A Structural Equation Model and Fuzzy Set Analysis Joon-ho Kim 1 , Seung-hye Jung 2, Jung-sik Roh 3 and Hyun-ju Choi 4,* 1 The Cultural Policy Laboratory, Sangmyung University, Chungcheongnam-do 31006, Korea;
[email protected] 2 School of Dance, Kyung Hee University, Seoul 02447, Korea;
[email protected] 3 Department of Dance, Yongin University, Gyeonggi-do 17092, Korea;
[email protected] 4 Department of Cultural & Arts Management, Sangmyung University, Chungcheongnam-do 31066, Korea * Correspondence:
[email protected] Abstract: As the popularity of K-pop grows, the industry is contributing to the positive perceptions of South Korea’s overall national brand value. This has led to it being considered a strategic industry worth cultivating. However, many people are unsure of its sustainability. To address this, our study investigates the factors that are key to the industry’s success—K-pop industry success factors—and their relationship with sustainability (SNS citizenship behavior and tourist behavioral intention). The study surveyed 1247 global viewers (eight countries) who listen to K-pop via TV, radio, and the Internet, watch K-pop videos on YouTube, and search information related to K-pop on SNS. The collected data were analyzed using two statistical techniques: structural equation model (SEM) analysis and fuzzy set-quality comparative analysis (fsQCA). (1) According to the SEM analysis, of the K-pop success factors, three factors demonstrated a statistically significant positive influence on SNS citizenship behavior: casting, producing/promotion, and content. (2) SNS citizenship behavior Citation: Kim, J.-h.; Jung, S.-h.; Roh, J.-s.; Choi, H.-j.