The moderating role of immersion on the motives of watching Mukbang and its consumption: an extended uses and gratifications approach

The popularity of Mukbang has become a global trend, thus understanding why people watch Mukbang videos can shed light on cultural shifts and consumerism. Therefore, the purpose of this study is to identify the motivation factors that impact Mukbang consumption using the extended Uses and Gratificat...

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Main Authors:	Chan, Tak Jie, Mat Suhairi, Nur Afiqah, Khairul Ezwan, Nur Hazirah Afiqah, Yang, Tian, Tengku Azzman, Tengku Siti Aisha, Mohd Tajuddin, Syafiqah
Format:	Article
Language:	en
Published:	Sage Publications 2025
Subjects:	H Social Sciences (General) H61.8 Communication of information P87 Communication. Mass media
Online Access:	http://irep.iium.edu.my/123064/1/123064_The%20moderating%20role%20of%20immersion.pdf http://irep.iium.edu.my/123064/ https://journals.sagepub.com/doi/full/10.1177/21582440251367652
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