The social media effect: how K-pop fans are driven by social influence and community norms

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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...

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Bibliographic Details
Main Authors:	Azmi Murad, Masrah Azrifah, Nasharuddin, Nurul Amelina, Roslan, Muhammad Amirul Asyraaf
Format:	Article
Language:	English
Published:	Universiti Teknologi MARA (UiTM) 2024
Online Access:	http://psasir.upm.edu.my/id/eprint/117653/ http://psasir.upm.edu.my/id/eprint/117653/1/117652.pdf

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