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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| Main Authors: | , , |
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| Format: | text |
| Published: |
Archīum Ateneo
2024
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| Subjects: | |
| 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 |
