The Impact of South Korean Entertainment on the Purchase Intention of Korean Products Among Bangladeshi University Students

The proliferation of South Korean entertainment has captivated global audiences, significantly influencing consumer behavior and trends, particularly among Bangladeshi university students. This study investigates the impact of K-entertainment on the purchasing intentions of Bangladeshi university students towards Korean products. Utilizing semi-structured interviews with 25 students across various universities, the research employs purposive sampling and achieves data saturation to ensure comprehensive and reliable findings. The study constructs a conceptual model grounded in extensive literature review, integrating psychological, sociological, and marketing theories to explore the multifaceted influence of Korean media. The proposed model delineates seven theoretical propositions that elucidate how K-entertainment shapes consumer attitudes and behavior towards Korean products. By identifying the underlying mechanisms through which K-entertainment affects purchase intentions, this research contributes significantly to the academic discourse on media influence in consumer behavior and offers practical insights for marketers targeting the Bangladeshi demographic. The findings are anticipated to enhance strategic marketing practices and foster a deeper understanding of the dynamic interplay between entertainment media and consumer purchasing decisions.