Exploring Fan Passions Driving Consumer Engagement: The Case of Philippine K-pop and K-drama Fans

Exploring Fan Passions Driving Consumer Engagement: The Case of Philippine K-pop and K-drama Fans

This research1 presents two main streams of discourse on managing an interesting cultural export product that has earned phenomenal worldwide attention: (1) The influence of fan passions on consumer engagement (CE) behaviors; and (2) the theoretical and practical value of perceiving CE as a process,...

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Bibliographic Details
Main Authors: Capistrano, Erik Paolo, Patent, Michael, Bergania-De Vega, Twila
Format: text
Published: Archīum Ateneo 2024
Subjects:
consumer engagement
customer loyalty
fan passions
Korean Wave
purchase intentions
word-of-mouth
Online Access:https://archium.ateneo.edu/kk/vol1/iss39/6
https://archium.ateneo.edu/context/kk/article/1985/viewcontent/KK_2039_2C_202022_206_20Regular_20section_20__20Capistrano_2C_20et_20al..pdf
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Institution: Ateneo De Manila University

Internet

https://archium.ateneo.edu/kk/vol1/iss39/6
https://archium.ateneo.edu/context/kk/article/1985/viewcontent/KK_2039_2C_202022_206_20Regular_20section_20__20Capistrano_2C_20et_20al..pdf

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