Abstract

The increasing popularity of Korean products in the Philippines had been significantly influenced by the widespread consumption of Korean dramas. This study examined the extent to which exposure to Korean dramas affected Filipino consumers’ purchase intentions, with a particular emphasis on the mediating role of Korean Product Image (KPI). Drawing upon Cultivation Theory, the research investigated the effects of three key constructs—Korean Drama Watching Satisfaction (KDW), Product-Story Congruence (PSC), and the Perceived Influence of Actors/Actresses (PIA)—on Korean Product Purchase Intention (PPI). A quantitative research design was adopted, utilizing an online survey administered to 262 Filipino respondents, all of whom were K-drama viewers. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess direct and indirect relationships among the variables. Results demonstrated that KDW, PSC, and PIA each exerted significant direct and mediated effects on PPI through KPI. These findings highlighted the pivotal roles of narrative integration and celebrity endorsement in shaping consumer perceptions and behavioral intentions. The study contributed to the literature by applying a novel integrated mediation framework within a Southeast Asian context. It also offered practical implications for marketers and entrepreneurs seeking to leverage Korean media content as a strategic tool for promoting Korean products in emerging markets.

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