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Watching Korean Dramas: Youth’s Behavioural Intention Towards South Korea
Loke Jingyi1, Santhidran Sinnappan2, Thinavan Periyayya3.
This study was aimed to explore the influence of Korean dramas on behavioural intentions toward South Korea among youth. A total of 547 samples were collected from Malaysian youth via an online survey through social media. The results suggest that youth’ behavioural intentions toward South Korea is positively influenced by the viewing, likings of Korean dramas and attitude toward South Korea. The viewing and positive feelings toward Korean dramas can yield a positive attitude toward South Korea. Furthermore, attitude toward South Korea was found out to be a partial mediator in the indirect effect of viewing and likings of Korean dramas. Implications of the study findings are discussed in this study.
Affiliation:
- Universiti Tunku Abdul Rahman (UTAR), Malaysia
- Universiti Tunku Abdul Rahman (UTAR), Malaysia
- Universiti Tunku Abdul Rahman (UTAR), Malaysia
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