Mediating role of Consumer Engagement in Relationship between Exposure of Web-Based Korean Content and Purchase Decision towards Brand Selection

Authors

  • Moneeba Iftikhar, Syed Hassan Raza

Abstract

This research unfolds the elements determining thebrand selection of the female youth of Pakistan by usingthe quantitative survey technique. For that reason,sample (N=200) of Korean web-based content viewershave been administrated for the survey. The purpose isto examine the impact of Korean plays on young girls;also girls are receiving motivation by Korean brands inresult of viewing Korean content. The over-all resultsexposed that Korean plays and its effect on youngstersare apparent; the more they view Korean content themore they are affected by Korean brands. In addition tothis, survey results revealed that the increased exposureof Korean web-based content results in consumerengagement which improved purchasing decisiontowards the Korean brands. Put simply, brand selectionof the female youth is mediated by the improvedconsumer engagement in result of viewing Koreancontents available online

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Published

2020-12-31

How to Cite

Moneeba Iftikhar, Syed Hassan Raza. (2020). Mediating role of Consumer Engagement in Relationship between Exposure of Web-Based Korean Content and Purchase Decision towards Brand Selection. Journal of Mass Communication Department, Dept of Mass Communication, University of Karachi, 23(1). Retrieved from http://jmcd-uok.com/index.php/jmcd/article/view/112