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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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Islam Indonesia
2025-01-01
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| Series: | Jurnal Siasat Bisnis |
| Subjects: | |
| Online Access: | https://journal.uii.ac.id/JSB/article/view/36807 |
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