K-culture as determinants of gen-z attitude towards korean makeover artist in social media / Nor Ain Zainuddin

• Main Author: Zainuddin, Nor Ain
• Format: Thesis
• Language: English
• Published: 2019
• Online Access: https://ir.uitm.edu.my/id/eprint/95152/1/95152.pdf; https://ir.uitm.edu.my/id/eprint/95152/

This study aims to investigate the determinant of Generation-Z (Gen-Z) attitude and behavior towards Korean makeover artist (KMA) in social media. Currently the major wide-ranging of Korean Hallayu is used as a mechanism and tools of makeover by using the social media as the medium of transmission of the KMA towards Gen-Z. This study is to explore the understanding the power of KMA and effect towards GenZ especially in the obsession of makeover itself. Stimulation from the media also sparked the problem of imitating chronic behavior among adolescents especially Generation Z. The development of KMA is the premise of the material being viewed and effortlessly accessible in the media brought by the Korean wave. This has made young people devour Korean review materials as a medium to take in a specific style and then made it a practice in their daily lives. However, the power of social media created by the human creativity remain as a focal for social interaction and worldwide influence around us. Quantitative methodology was used as the methodology and research design for the 249 samples was created by constructing a questionnaire as an instrument for data collection. From there, only 192 respondents answered through hardcopy questionnaire, and while only 57 online respondents have answered the softcopy Google Forms questionnaire.