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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| Format: | Article |
| Language: | English |
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Universitas Islam Indonesia
2025-01-01
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| Series: | Jurnal Siasat Bisnis |
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| Online Access: | https://journal.uii.ac.id/JSB/article/view/36807 |
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| _version_ | 1823863906126266368 |
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| author | Nurul Hermina Iwan Kresna Setiadi Sitti Nur Azmi Fadhlurrahmah |
| author_facet | Nurul Hermina Iwan Kresna Setiadi Sitti Nur Azmi Fadhlurrahmah |
| author_sort | Nurul Hermina |
| collection | DOAJ |
| description |
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/methodology/approach – Using a quantitative approach, this study was conducted on 400 respondents of generation Z and millennials selected using the purposive sampling method. The data obtained were processed using structural equation modeling with SmartPLS 3.0 software.
Findings – The findings of this study indicate that visual appeal, auditory elements, and content variety can influence attitude toward mukbang content, while frequency of interaction, content relatability, and engagement level influence parasocial relationships. Furthermore, attitude toward mukbang content and parasocial relationships can lead to intention to watch mukbang, which also influences purchase intention.
Research limitations/implications – This study only used samples from generation Z and millennials in Indonesia, which may not be fully representative of the wider population. Future studies could explore different demographic groups or add other variables such as emotional motivation.
Practical implications – The results of this study provide insights for content creators and marketers to pay more attention to visual, auditory, and content variation elements in mukbang to increase audience engagement. Strengthening parasocial relationships can also be used as a marketing strategy to increase purchase intentions.
Originality/value – This study highlights the influence of viewing motivation on attitudes and parasocial relationships in the context of mukbang, which is still rarely explored in the literature. This study contributes to the understanding of digital consumer behavior, especially among generation Z and millennials.
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| format | Article |
| id | doaj-art-3ffd477cb82a4d8188c07abc1a0dd9f4 |
| institution | Kabale University |
| issn | 0853-7666 2528-7001 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Universitas Islam Indonesia |
| record_format | Article |
| series | Jurnal Siasat Bisnis |
| spelling | doaj-art-3ffd477cb82a4d8188c07abc1a0dd9f42025-02-09T08:56:25ZengUniversitas Islam IndonesiaJurnal Siasat Bisnis0853-76662528-70012025-01-0129110.20885/jsb.vol29.iss1.art6Mukbang mania: exploring attitudes and parasocial relationships among viewersNurul Hermina0Iwan Kresna Setiadi1Sitti Nur Azmi Fadhlurrahmah2Department of Management, Faculty of Economics and Business, Universitas Widyatama, Bandung, IndonesiaDepartment of Management, Faculty of Economics and Business, UPN Veteran Jakarta, Jakarta, IndonesiaDepartment of Business Administration, Politeknik Negeri Bandung, Bandung, Indonesia 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/methodology/approach – Using a quantitative approach, this study was conducted on 400 respondents of generation Z and millennials selected using the purposive sampling method. The data obtained were processed using structural equation modeling with SmartPLS 3.0 software. Findings – The findings of this study indicate that visual appeal, auditory elements, and content variety can influence attitude toward mukbang content, while frequency of interaction, content relatability, and engagement level influence parasocial relationships. Furthermore, attitude toward mukbang content and parasocial relationships can lead to intention to watch mukbang, which also influences purchase intention. Research limitations/implications – This study only used samples from generation Z and millennials in Indonesia, which may not be fully representative of the wider population. Future studies could explore different demographic groups or add other variables such as emotional motivation. Practical implications – The results of this study provide insights for content creators and marketers to pay more attention to visual, auditory, and content variation elements in mukbang to increase audience engagement. Strengthening parasocial relationships can also be used as a marketing strategy to increase purchase intentions. Originality/value – This study highlights the influence of viewing motivation on attitudes and parasocial relationships in the context of mukbang, which is still rarely explored in the literature. This study contributes to the understanding of digital consumer behavior, especially among generation Z and millennials. https://journal.uii.ac.id/JSB/article/view/36807viewing motivationmukbangattitude towards contentparasocial relationshipviewing intentionpurchase intention |
| spellingShingle | Nurul Hermina Iwan Kresna Setiadi Sitti Nur Azmi Fadhlurrahmah Mukbang mania: exploring attitudes and parasocial relationships among viewers Jurnal Siasat Bisnis viewing motivation mukbang attitude towards content parasocial relationship viewing intention purchase intention |
| title | Mukbang mania: exploring attitudes and parasocial relationships among viewers |
| title_full | Mukbang mania: exploring attitudes and parasocial relationships among viewers |
| title_fullStr | Mukbang mania: exploring attitudes and parasocial relationships among viewers |
| title_full_unstemmed | Mukbang mania: exploring attitudes and parasocial relationships among viewers |
| title_short | Mukbang mania: exploring attitudes and parasocial relationships among viewers |
| title_sort | mukbang mania exploring attitudes and parasocial relationships among viewers |
| topic | viewing motivation mukbang attitude towards content parasocial relationship viewing intention purchase intention |
| url | https://journal.uii.ac.id/JSB/article/view/36807 |
| work_keys_str_mv | AT nurulhermina mukbangmaniaexploringattitudesandparasocialrelationshipsamongviewers AT iwankresnasetiadi mukbangmaniaexploringattitudesandparasocialrelationshipsamongviewers AT sittinurazmifadhlurrahmah mukbangmaniaexploringattitudesandparasocialrelationshipsamongviewers |