Exploring the effect of social media on the purchase intention of k-pop fans in Malaysia
This study explores the factors that influence purchase intentions among K-pop fans in Malaysia, with a particular emphasis on the effect of social media. As K-pop develops into a global cultural phenomenon, aesthetics, emotional ties, online community interactions, and idol endorsements influence f...
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| Format: | Final Year Project / Dissertation / Thesis |
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2024
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| Online Access: | http://eprints.utar.edu.my/6739/1/Final_Year_Project_Chiah_Wei_Wei.pdf http://eprints.utar.edu.my/6739/ |
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