Antecedent factors that affect purchase intentions of Korean consumer products: a focus on K-drama binge-watchers in Malaysia
Audience involvement through attachment with media personae and immersion in media content is a growing area in communication research. Scholars argue that audience involvement is important as mediated characters can act as social agents and influence their fanbase. Therefore, we seek to examine two...
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| Format: | Proceeding Paper |
| Language: | English English |
| Published: |
2023
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| Online Access: | http://irep.iium.edu.my/107466/12/107466_ANTECEDENT%20FACTORS%20THAT%20AFFECT%20PURCHASE%20INTENTIONS%20OF%20KOREAN%20CONSUMER%20PRODUCTS.pdf http://irep.iium.edu.my/107466/7/107466_Programme%20event.pdf http://irep.iium.edu.my/107466/ https://comet.iium.edu.my/ |
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