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September 10, 2025International Journal of Business and ManagementOpen Access

The Growing Popularity of Korean Products in the Philippines: The Korean Drama Effect

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Results indicated that satisfaction from watching korean dramas significantly influences purchase intentions.
Key constructs like product-story congruence also impact consumer decisions regarding korean products.
Korean product image mediates the effects of viewing satisfaction and celebrity influence on purchase intentions.
The study employs a quantitative design through an online survey, assessing 262 k-drama viewer responses.

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Implication

Quantitative analysis reveals effects of korean dramas on purchase intentions, suggesting significant roles of product image and celebrity endorsement.

Cite This Study

Vera et al. (2025) studied this question.

synapsesocial.com/papers/68c1ad6354b1d3bfb60e5abd https://doi.org/10.5539/ijbm.v20n5p38

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Implication

Quantitative analysis reveals effects of korean dramas on purchase intentions, suggesting significant roles of product image and celebrity endorsement.

The Growing Popularity of Korean Products in the Philippines: The Korean Drama Effect

Key Points

Discussion

Implication

Cite This Study

The Growing Popularity of Korean Products in the Philippines: The Korean Drama Effect

Key Points

Discussion

Implication

Cite This Study

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