Vol. 12, Issue 3, 2024

An analysis of 14 Malaysian newspapers highlights the dynamic nature of the Korean Wave discourse in Malaysia and its evolution in response to the changing media landscape and socio-economic factors.

South Korean and U.S. surveys show live streaming exposure, engagement during a live stream, and perceived homophily of attitudes are positively related to perceptions of parasocial relationships with live streamers.

A survey of members of an online brand community showed a positive attitude about the brand community was positively correlated with brand loyalty and the likelihood of recommending the brand.