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    The Impact Of Hallyu On Purchase Intensions Of …
    (Library Information Services, COMSATS University Islamabad, Lahore Campus., 2020-11-20) SADIA QASIM; SP17-BBA-046; Bilal Javaid; LHR TP 6737
    Korea is a very powerful economy and they produce various goods of premium quality and they promote their product by Korean wave. South Korea is very popular for its culture which is shown in their broadcasting dramas serials and music’s called as Hallyu effect or Korean wave (Sunmi Son). Korean wave is used as a very powerful tool which generator soft image of their product and enhance their export. Various studies have shown that this phenomenon of hallyu has a constructive impression on the positioning of Korean products that increase the purchase intentions among consumers of various Korean good across world. Back in late 1990s Korean wave culture has been delivered by the TV dramas, “winter sonata” or “Dae Janggeum”, and their music such as, “Psys Gangnam” their style and content was appreciated a lot (Shim 2006). Many Korean celebrities advertise their product overseas. With An emerging trend of popularity and acceptance in many countries the Korean celebrities in k dramas and k Pop got famed and have millions of fans following. We can say Korean wave as a part of cultural globalization. People across the world are enjoying the international flow of popular culture and buying their products.