A systematic review on the influence of product placement (PPL) in Korean drama and its effects towards youth purchase intention on Korean products in Malaysia / Wan Nurdayana Che Wan Mohd Khair

• Yazar: Che Wan Mohd Khair, Wan Nurdayana (Yazar)
• Materyal Türü: Kitap
• Baskı/Yayın Bilgisi: Faculty of Communication and Media Studies (FCMS), 2022.
• Konular: Article; PeerReviewed
• Online Erişim: Link Metadata

This systematic review synthesised evidence on the influence of K-drama content on purchase intentions among Malaysian youth. The Korean wave has been infiltrating the Malaysian landscape since 2010, and K-dramas, has gained in popularity, particularly from the younger generation. Watching Korean cu...