CELEBRITY AND AUDIENCE CHARACTERISTICS ON SATISFACTION, AND REPEAT WATCH INTENTION ON KOREAN TV DRAMA

• DOI: 10.51200/jbimpeagard.v3i2.1046
• Publication Date: 2022-12-19T02:33:58Z
• Authors: Azaze-Azizi Abdul...; Hyung Jun Kim; Mohd Rizwan Abdul...; Izyanti Awang Razli
• Keywords: Korean Wave

The prevailing trend of Korean Pop culture, Hallyu, has spread rapidly to Asian countries such Malaysia, Japan, China, Indonesia, Thailand, Vietnam and Taiwan. influenced culture further reached other as the Middle East, Europe America. As result, dramas, fashions, music becoming a hot in nations. study examines relationship between celebrity audience characteristics on TV drama satisfaction repeats watch intention. A total 596 young Malaysian consumers participated this study. Attractiveness, credibility, commitment, connectedness were found effect watching drama. In addition, consumer toward does influence their repeat However, an involvement was not affect satisfaction. Recommendation suggestion for future research also discussed improve ultimately increased intention towards