Exploring the effect of social media on the purchase intention of K-pop fans in Malaysia

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Exploring the effect of social media on the purchase intention of K-pop fans in Malaysia

This study explores the factors that influence purchase intentions among K-pop fans in Malaysia, with a particular emphasis on the effect of social media. As K-pop develops into a global cultural phenomenon, aesthetics, emotional ties, online community interactions, and idol endorsements influence...

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Bibliographic Details
Main Author:	Chiah, Wei Wei
Format:	Final Year Project / Dissertation / Thesis
Published:	2024
Subjects:	H Social Sciences (General) HX Socialism. Communism. Anarchism
Online Access:	http://eprints.utar.edu.my/7098/ http://eprints.utar.edu.my/7098/1/Final_Year_Project_Chiah_Wei_Wei.pdf

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