Viewership of K-pop videos on social media and cultural imitation among Babcock undergraduate K-pop fans

Culture remains highly imperative among Nigerian people. However, with the advent of interactive social media platforms such as TikTok, Instagram, and YouTube, Nigerian youths are now engaging with Korean culture. This study applied cultural imperialism and acculturation theories in investigating how often Nigerian K-pop fans encounter K-pop videos on social media platforms such as TikTok, Instagram, and YouTube, and how this exposure influences their imitation of Korean cultural elements; such as language, cuisine, fashion, and dance. Through a quantitative research approach with a structured questionnaire as instrument of data collection, findings indicate a significant relationship between K-pop exposure on social media and lifestyle imitation among Nigerian undergraduate K-pop fans. Based on the findings, the study recommends the incorporation of Korean cultural programmes in universities and the promotion of intercultural balance to counter cultural erosion.