The Effect of Korean Country Image and Culture Contents Favor on Mongolian Customers’ Cross-border Online Purchase Intention in Korean Products

The effect of short‐form video on travel decision‐making process: An integration of AIDA and MGB models

“…The Korean wave, which refers to the popularity of Korean popular culture among nationals of foreign countries, became a worldwide phenomenon from the 1990s (Kamilia et al, 2023; Kim, 2013). While culture contents generally include wide array of culture‐related contents including cultural archetype, visual contents, literary contents, broadcasting contents, internet contents, mobile contents, game contents, music contents, and performing contents, culture contents of Korea that gained popularity are mostly pop‐cultural contents created by new media including dramas, movies, and pop music (Lkhaasuren et al, 2018). In line with its popularity, majority of existing studies regarding Korea's culture contents have been focused on dramas, movies, and pop music (Kanozia & Ganghariya, 2021; Lee & Yang, 2022).…”