Tertiano, Raffi Fairuza; Salehudin, Imam - In: ASEAN marketing journal : Association of Southeast … 15 (2023) 1, pp. 21-42
Manuscript type: Empirical paper Research Aims: This study examines the impact of the Korean Wave (Hallyu) fandom in Indonesia, focusing on collaborations between Indonesian companies and K-Pop idols. It aims to understand how fan interactions influence purchasing behavior toward...