Exploring the Impact of Persuasion Knowledge and Parasocial Relationships on K-Pop Fans' Consumer Behavior in Indonesia
Purpose: This study explores the impact of persuasion knowledge and parasocial relationships (PR) on electronic purchase intention, physical purchase intention, and electronic word-of-mouth (eWOM) in the context of K-Pop fanbases in Indonesia. Method: Data were collected through a survey using a qu...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Islam Negeri (UIN) Mataram, Faculty of Islamic Economics and Business
2024-11-01
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| Series: | Journal of Enterprise and Development |
| Subjects: | |
| Online Access: | https://journal.uinmataram.ac.id/index.php/jed/article/view/11803 |
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