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
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...
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| Format: | Book |
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Faculty of Communication and Media Studies (FCMS),
2022.
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| Online Access: | Link Metadata |
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