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 |
| Published: |
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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| _version_ | 1855616531539427328 |
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| author | Chiah, Wei Wei |
| author_facet | Chiah, Wei Wei |
| author_sort | Chiah, Wei Wei |
| building | UTAR Library |
| collection | Institutional Repository |
| content_provider | Universiti Tunku Abdul Rahman |
| content_source | UTAR Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | 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 fan purchase decisions. A quantitative survey of 60 Malaysian K-pop fans aged 18-30 revealed that visually appealing merchandise designs, idols' social media activity, and fan involvement on digital platforms all had a substantial influence on purchase decisions. Emotional connection and the desire to support idols appeared as major motivators, whereas price and perceived value had an important influence on consumer behaviour, particularly among student respondents. Despite limitations in sample size and demographic diversity, this study offers helpful details for marketers and entertainment companies looking to increase interaction with K-pop fans. Future research should incorporate a larger sample size and a more in-depth look at gender and employment disparities in fan purchase intention.
Keywords: K-pop, K-pop Idol, Purchase Intention, K-pop merchandise, Comeback, Brand Ambassadors
Subject Area: HF5801-6182 Advertising
Subject Area: HM1206 Popular Culture
Subject Area: P87-96 Communication, Mass Media |
| format | Final Year Project / Dissertation / Thesis |
| id | my-utar-eprints.6739 |
| institution | Universiti Tunku Abdul Rahman |
| publishDate | 2024 |
| record_format | eprints |
| spelling | my-utar-eprints.67392026-01-13T07:31:17Z Exploring the effect of social media on the purchase intention of k-pop fans in Malaysia Chiah, Wei Wei HF Commerce HG Finance 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 fan purchase decisions. A quantitative survey of 60 Malaysian K-pop fans aged 18-30 revealed that visually appealing merchandise designs, idols' social media activity, and fan involvement on digital platforms all had a substantial influence on purchase decisions. Emotional connection and the desire to support idols appeared as major motivators, whereas price and perceived value had an important influence on consumer behaviour, particularly among student respondents. Despite limitations in sample size and demographic diversity, this study offers helpful details for marketers and entertainment companies looking to increase interaction with K-pop fans. Future research should incorporate a larger sample size and a more in-depth look at gender and employment disparities in fan purchase intention. Keywords: K-pop, K-pop Idol, Purchase Intention, K-pop merchandise, Comeback, Brand Ambassadors Subject Area: HF5801-6182 Advertising Subject Area: HM1206 Popular Culture Subject Area: P87-96 Communication, Mass Media 2024 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/6739/1/Final_Year_Project_Chiah_Wei_Wei.pdf Chiah, Wei Wei (2024) Exploring the effect of social media on the purchase intention of k-pop fans in Malaysia. Final Year Project, UTAR. http://eprints.utar.edu.my/6739/ |
| spellingShingle | HF Commerce HG Finance Chiah, Wei Wei Exploring the effect of social media on the purchase intention of k-pop fans in Malaysia |
| title | Exploring the effect of social media on the purchase intention of k-pop fans in Malaysia |
| title_full | Exploring the effect of social media on the purchase intention of k-pop fans in Malaysia |
| title_fullStr | Exploring the effect of social media on the purchase intention of k-pop fans in Malaysia |
| title_full_unstemmed | Exploring the effect of social media on the purchase intention of k-pop fans in Malaysia |
| title_short | Exploring the effect of social media on the purchase intention of k-pop fans in Malaysia |
| title_sort | exploring the effect of social media on the purchase intention of k-pop fans in malaysia |
| topic | HF Commerce HG Finance |
| url | http://eprints.utar.edu.my/6739/1/Final_Year_Project_Chiah_Wei_Wei.pdf http://eprints.utar.edu.my/6739/ |
| url_provider | http://eprints.utar.edu.my |