What is not an effective K-pop marketing practice: Korean exports riding on the Hallyu wave

Sumin Kim, Seongun Jeon, Youjae Yi*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Original languageEnglish
JournalAsia Pacific Business Review
Publication statusPublished - 18 Nov 2024

Keywords

  • Anger
  • Celebrity Endorsement
  • Fans
  • Korean Wave
  • Korean Pop

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