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Investor PSY-chology Surrounding 'Gangnam Style'

Y. Han (Andy) Kim

SungKyunKwan University (SKKU)

Hosung Jung

Bank of Korea; Bank of Korea - Economic Research Institute

March 13, 2015

The global success of “Gangnam Style,” by the Korean rapper PSY in 2012, was an exogenous shock to investor enthusiasm about PSY’s father’s semiconductor company, DI Corp., because the family relation was publicized in various countries in the early stage. Using the count of flash mob videos on YouTube from each country and domestic region as the proxy for the enthusiasm of individual investors, we find individual investors became net buyers of the stock when the attention level increased in their neighborhood (countries). Accordingly, the attention drove the stock price up by 800% without information.

Number of Pages in PDF File: 61

Keywords: Gangnam Style, flash mob, Youtube, parody, bubble, investor awareness, individual investors, institutional investors, foreign investors, short sale, home bias, media, market efficiency

JEL Classification: G02, G14, G12, G18

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Date posted: July 12, 2013 ; Last revised: March 14, 2015

Suggested Citation

Kim, Y. Han (Andy) and Jung, Hosung, Investor PSY-chology Surrounding 'Gangnam Style' (March 13, 2015). Available at SSRN: http://ssrn.com/abstract=2292577 or http://dx.doi.org/10.2139/ssrn.2292577

Contact Information

Y. Han (Andy) Kim (Contact Author)
SungKyunKwan University (SKKU) ( email )
33524 School of Business
25-2 SungKyunKwan-Ro, Jongno-ju
Seoul, 110-745
+82-2-760-0447 (Phone)
HOME PAGE: http://https://sites.google.com/site/andyyhankim/
Hosung Jung
Bank of Korea ( email )
110, 3-Ga, Namdaemunno, Jung-Gu
Seoul 100-794
Korea, Republic of (South Korea)
Bank of Korea - Economic Research Institute ( email )
110, 3-Ga, Namdaemunno, Jung-Gu
Seoul 100-794
Korea, Republic of (South Korea)

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