K-drama as a cultural marketing media: Prediction of continuance intention to watch K-drama

Name: K-drama as a cultural marketing media: Prediction of continuance intention to watch K-drama
Creator: wahyu rafdinal
Published: 2023-06-01T06:30:57.730Z
Keywords: Marketing, Marketing Communication, Cross Cultural Marketing

rafdinal, wahyu

doi:10.17632/bk469frn5h.2

K-drama as a cultural marketing media: Prediction of continuance intention to watch K-drama

Published: 1 June 2023| Version 2 | DOI: 10.17632/bk469frn5h.2

Contributor:

wahyu rafdinal

Description

Data was collected from 406 K-drama fans, then analyzed using a structural equation model.

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Politeknik Negeri Bandung

K-drama as a cultural marketing media: Prediction of continuance intention to watch K-drama

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