Mukbang mania: exploring attitudes and parasocial relationships among viewers

Mukbang mania: exploring attitudes and parasocial relationships among viewers

Purpose – This study aims to examine how the motivation to watch mukbang influences attitudes towards watching content and para-social relationships, which ultimately result in the intention to watch content and purchase intention using the stimulus-organism-response (S-O-R) framework. Design/metho...

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Bibliographic Details
Main Authors: Nurul Hermina, Iwan Kresna Setiadi, Sitti Nur Azmi Fadhlurrahmah
Format: Article
Language:English
Published: Universitas Islam Indonesia 2025-01-01
Series:Jurnal Siasat Bisnis
Subjects:
viewing motivation
mukbang
attitude towards content
parasocial relationship
viewing intention
purchase intention
Online Access:https://journal.uii.ac.id/JSB/article/view/36807
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