The Effects of Actor Popularity on Audience’s Desire to Watch Korean Dramas

• Main Authors: Tan, Kristine, Kai Qing, Soon, Eu Hui, Liu, Chengxuan
• Format: Article
• Language: English; English
• Published: INTI International University 2024
• Subjects: H Social Sciences (General); PN Literature (General); PN1990 Broadcasting; PN2000 Dramatic representation. The Theater
• Online Access: http://eprints.intimal.edu.my/2113/1/jobss2024_31.pdf; http://eprints.intimal.edu.my/2113/2/652; http://eprints.intimal.edu.my/2113/; http://ipublishing.intimal.edu.my/jobss.html

The globalization of Korean culture, introduced to Asia from the mid-1990s to the mid-2000s, has been prominently reflected in Korean drama series and pop music, which have become favored media genres, particularly among Malaysian audiences. This study examines the factors influencing Malaysian a...