Watching Korean Dramas: Youth's Behavioural Intention Towards South Korea | Zendy

Santhidran Sinnappan | Zendy; Loke Jingyi | Zendy; Thinavan Periyayya | Zendy

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Watching Korean Dramas: Youth's Behavioural Intention Towards South Korea

Author(s) -

Santhidran Sinnappan,

Loke Jingyi,

Thinavan Periyayya

Publication year - 2021

Publication title -

jurnal pengajian media malaysia

Language(s) - English

Resource type - Journals

eISSN - 2231-8143

pISSN - 1511-2284

DOI - 10.22452/jpmm.vol23no1.6

Subject(s) - psychology , feeling , social psychology , positive attitude , social media , developmental psychology , advertising , political science , law , business

This study is aimed to explore the influence of Korean dramas on behavioural intentions toward South Korea among youth. A total of 547 samples were collected from Malaysian youth via online survey through social media. The results suggest that youth’s behavioural intentions toward South Korea is positively influenced by the viewing, likings of Korean dramas and attitude toward South Korea. The viewing and positive feelings toward Korean dramas are able to yield positive attitude toward South Korea. Furthermore, attitude toward South Korea is found out to be a partial mediator in the indirect effect of viewing and likings of Korean dramas. Implications of the study findings are discussed in this study.

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