Matches in SemOpenAlex for { <https://semopenalex.org/work/W2946741379> ?p ?o ?g. }
- W2946741379 endingPage "90" @default.
- W2946741379 startingPage "78" @default.
- W2946741379 abstract "This study aims to examine why online consumers watch Mukbang, a type of South Korean online entertainment show, by exploring the antecedents of consumers’ attitude toward Mukbang from a cross-cultural perspective. Data was collected from 114 Asians and 129 Caucasian participants using a self-administered questionnaire online. Data was then analysed using structural equation modelling. Similarities and differences were noted for both the samples. The findings show that Asians tend to watch Mukbang due to host attractiveness and social normative influence, while Caucasians watch such shows due to host attractiveness, perceived novelty and social normative influence. Practical implications are provided for traditional and digital marketers, advertisers and broadcast jockeys so they are better equipped with insights on online consumer behaviour, marketing strategies and conceptualisation of videos." @default.
- W2946741379 created "2019-05-29" @default.
- W2946741379 creator A5054458464 @default.
- W2946741379 creator A5073453851 @default.
- W2946741379 creator A5082247570 @default.
- W2946741379 date "2019-05-01" @default.
- W2946741379 modified "2023-10-18" @default.
- W2946741379 title "I like Watching Other People Eat: A Cross-Cultural Analysis of the Antecedents of Attitudes towards Mukbang" @default.
- W2946741379 cites W1052118378 @default.
- W2946741379 cites W1527932246 @default.
- W2946741379 cites W1529828764 @default.
- W2946741379 cites W1542921656 @default.
- W2946741379 cites W1859493718 @default.
- W2946741379 cites W1951721333 @default.
- W2946741379 cites W1965085774 @default.
- W2946741379 cites W1967079204 @default.
- W2946741379 cites W1967255697 @default.
- W2946741379 cites W1976839163 @default.
- W2946741379 cites W1979410730 @default.
- W2946741379 cites W1981655383 @default.
- W2946741379 cites W1981827586 @default.
- W2946741379 cites W1983296815 @default.
- W2946741379 cites W1985944683 @default.
- W2946741379 cites W1991422148 @default.
- W2946741379 cites W1995815823 @default.
- W2946741379 cites W1999465142 @default.
- W2946741379 cites W2000053027 @default.
- W2946741379 cites W2001686556 @default.
- W2946741379 cites W2004336976 @default.
- W2946741379 cites W2005251440 @default.
- W2946741379 cites W2009977118 @default.
- W2946741379 cites W2017538193 @default.
- W2946741379 cites W2018217603 @default.
- W2946741379 cites W2018962458 @default.
- W2946741379 cites W2029643854 @default.
- W2946741379 cites W2036147415 @default.
- W2946741379 cites W2037464800 @default.
- W2946741379 cites W2037772681 @default.
- W2946741379 cites W2039808961 @default.
- W2946741379 cites W2041677580 @default.
- W2946741379 cites W2043540132 @default.
- W2946741379 cites W2052871303 @default.
- W2946741379 cites W2053036505 @default.
- W2946741379 cites W2057324667 @default.
- W2946741379 cites W2062350780 @default.
- W2946741379 cites W2063139645 @default.
- W2946741379 cites W2064683297 @default.
- W2946741379 cites W2068898448 @default.
- W2946741379 cites W2069227488 @default.
- W2946741379 cites W2072388344 @default.
- W2946741379 cites W2080943795 @default.
- W2946741379 cites W2081155210 @default.
- W2946741379 cites W2082905985 @default.
- W2946741379 cites W2084253839 @default.
- W2946741379 cites W2084399600 @default.
- W2946741379 cites W2087986063 @default.
- W2946741379 cites W2089063887 @default.
- W2946741379 cites W2091458931 @default.
- W2946741379 cites W2092465064 @default.
- W2946741379 cites W2093532387 @default.
- W2946741379 cites W2093598301 @default.
- W2946741379 cites W2095140682 @default.
- W2946741379 cites W2100489781 @default.
- W2946741379 cites W2102424950 @default.
- W2946741379 cites W2108138871 @default.
- W2946741379 cites W2108867285 @default.
- W2946741379 cites W2110969141 @default.
- W2946741379 cites W2111624290 @default.
- W2946741379 cites W2121872747 @default.
- W2946741379 cites W2122705478 @default.
- W2946741379 cites W2125105112 @default.
- W2946741379 cites W2128777768 @default.
- W2946741379 cites W2129288234 @default.
- W2946741379 cites W2131821896 @default.
- W2946741379 cites W2134044233 @default.
- W2946741379 cites W2138918478 @default.
- W2946741379 cites W2142544020 @default.
- W2946741379 cites W2146689368 @default.
- W2946741379 cites W2151419893 @default.
- W2946741379 cites W2151607493 @default.
- W2946741379 cites W2153069502 @default.
- W2946741379 cites W2156931657 @default.
- W2946741379 cites W2168907003 @default.
- W2946741379 cites W2169891719 @default.
- W2946741379 cites W2170344049 @default.
- W2946741379 cites W2174701453 @default.
- W2946741379 cites W2318358854 @default.
- W2946741379 cites W2334198940 @default.
- W2946741379 cites W2337439508 @default.
- W2946741379 cites W2412399122 @default.
- W2946741379 cites W2549819032 @default.
- W2946741379 cites W2573302811 @default.
- W2946741379 cites W2767338408 @default.
- W2946741379 cites W2769961471 @default.
- W2946741379 cites W2793441615 @default.
- W2946741379 cites W2891170234 @default.
- W2946741379 cites W2928935541 @default.
- W2946741379 cites W3121527185 @default.