Hallyu in the Heart of Europe: The rise of the Korean Wave in the digital space
Hallyu, the global cultural phenomenon that is also known as the Korean Wave affects its fans in terms of both their openness to Korean culture and their purchase intentions. Despite this, research into the psychological mechanism behind it is lacking. The aim of this study is to discover a) the rel...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2023-12-01
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| Series: | Management şi Marketing |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/mmcks-2023-0029 |