The social media effect: how K-pop fans are driven by social influence and community norms
This study investigates the impact of Social Influence on the Behavioural Intention to use social media among K-pop fans, utilising a qualitative approach grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT). Social media has become an integral platform for K-pop fans, fosterin...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Teknologi MARA (UiTM)
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/117653/ http://psasir.upm.edu.my/id/eprint/117653/1/117652.pdf |