Antecedent factors that affect purchase intentions of Korean consumer products: a focus on K-drama binge-watchers in Malaysia

• Main Author: Tengku Mohd Azzman, Tengku Siti Aisha
• Format: Proceeding Paper
• Language: English; English
• Published: 2023
• Subjects: H Social Sciences (General); P87 Communication. Mass media
• 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/
• Institution: Universiti Islam Antarabangsa 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...