DOI: 10.5176/2301-3710_JMComm17.10

Authors: Moneeba Iftikhar, Syed Hassan Raza, Zainab Arshad


Abstract: This work investigates the “Impact of web-based Korean content on brand selection among the female youth of Lahore” through intensive focus group discussion and questionnaire survey as a tool for data collection. It targeted twelve heavy viewers of Korean content as focus group experts and two hundred respondents of K-drama (Korean drama) viewers. This study examines the influence of Korean content on female youth; either they are getting inspired by the Korean nation. Moreover, Korean content is cultivating desire of action which is to buy Korean brands promoting in. The first hypothesis is ‘The web-based Korean content significantly influencing the female youth of Lahore’; the second hypothesis is ‘South Korea is doing nation branding through webbased Korean content’. The general findings revealed that Korean content and its influence on youth are drastically proportioned; the more youth watches Korean content the more they are affecting by the Korean nation. Additionally, the increased exposure of brands promoting in Korean content raising the craving to Korean brands in female youth. This study additionally investigates different measurements identified with research point and makes suggestions for a further extension so in future another researcher can improve examine on Korean content.

Keywords: component; impact; web-based; content

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