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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发表在:	Jurnal Siasat Bisnis
Main Authors:	Nurul Hermina, Iwan Kresna Setiadi, Sitti Nur Azmi Fadhlurrahmah
格式:	文件
语言:	英语
出版:	Universitas Islam Indonesia 2025-01-01
主题:	viewing motivation mukbang attitude towards content parasocial relationship viewing intention purchase intention
在线阅读:	https://journal.uii.ac.id/JSB/article/view/36807