Well hello there :)
First of all, I hope you don’t mind this going public. I figured it’s easier to give links if it is.
Second of all, you are not slow! As it is, there are still more people who haven’t discovered K-pop compared to us who have :D
And third: thank you for saying I’m cool ;_;
Now, the answer:
Studies of Hallyu and Korean popular culture, are definitely becoming more and more common (I’m sure it’s has been common in Korea for a long time), but it’s still rather rare to find research on only K-pop (the older studies tend to focus on movies and dramas).
My own (humble) research focused on fans and the act of being a fan (as an individual rather than a collective), leading me into media studies, sociology, and psychology.
I haven’t really found many people who analyze and comment on K-pop and fans (if that’s what you meant?), and that I would want to see on my dash (I want to be fed pictures that make me happy~), but one of the people I do find cool is angrykpopfan, who has even been kind enough to make a list of some academic sources for K-pop/Hallyu studies :)
Another person I follow is fanbrake (who just went on a long hiatus), who generally is level-headed and open-minded (qualities you will come to cherish more the longer you spend time among K-pop fans), and has written insightful things about fan behaviour.
I recently found this list of literature and articles. I haven’t really checked it out yet, but I’m sure there are some interesting pieces there as well you could consider.
There is a site called Kpop Kollective run by academics, who also happen to be devout K-pop fans. They make surveys and write articles about K-pop and fans, and they also have a list of books that might interest you.
Since you are new to things K-pop, and want to take it a bit deeper than “omg oppa’s hair!”, let me give you some friendly tips meant to save your sanity and keep you enjoying K-pop for a long time.
1. There is always some kind of drama going on among fans. Stay out of it as much as possible.
2. Don’t let anyone form your opinions about anyone/anything.
Yeap, that’s about it :)
I hope you can find something useful among the links I gave, and thank you for dropping by! :)