K-뷰티 글로벌 확산을 위한 문화적 현지화 전략: 인플루언서 소셜미디어 마케팅 통합 프레임워크

Cultural Localization Strategies for Global Expansion of K-Beauty: An Integrated Framework for Influencer Social Media Marketing

This study is a conceptual paper that develops an integrated theoretical framework to explain regional differences in the acceptance of K-Beauty during its global expansion process. The study theorizes the global acceptance mechanism of K-Beauty by integrating cultural proximity theory (Straubhaar, 1991), cultural dimensions theory (Hofstede, 1980), and diffusion of innovations theory (Rogers, 1995). Additionally, the explanatory power of the theoretical model is strengthened by synthesizing results from recent empirical studies—linguistic characteristics of K-Beauty YouTube content and consumer responses (Lee & Kim, 2025), audiovisual elements of short-form advertisements and view count prediction (Kim et al., 2024), and influencer scale and brand awareness (Kim, Park, & Oh, 2024). The research findings suggest that cultural proximity, individualism-collectivism orientation, linguistic accessibility, influencer characteristics, and platform factors may have differential impacts on regional acceptance of K-Beauty. Based on these findings, a 'Cultural Localization Strategy Matrix' is proposed, providing theoretical and practical implications for K-Beauty companies' global marketing strategy development. This study, being conceptual in nature, requires subsequent empirical validation.