Effects of TV drama celebrities on national image and behavioral intention

Sangkyun Kim, Seongseop (Sam) Kim, Heesup Han

Research output: Journal article publicationJournal articleAcademic researchpeer-review

34 Citations (Scopus)


This empirical study attempted to identify the role of TV drama celebrity in explaining audience involvement, perceived national image, and audience behavioral intention. Among many significant findings, emotional and behavioral involvement with TV drama celebrities significantly influenced perceived national image. Perceived national image also had a significant impact on intentions to purchase celebrity-related products and visit film places. However, emotional involvement did not significantly affect intention to purchase celebrity-related products. In examining age and gender as moderating variables, three paths showed significant differences across age cohorts, while a significant path was not found across gender groups.

Original languageEnglish
Pages (from-to)233-249
Number of pages17
JournalAsia Pacific Journal of Tourism Research
Issue number3
Publication statusPublished - 4 Mar 2019


  • Celebrity
  • emotion
  • film
  • image
  • intention
  • involvement
  • Korean wave
  • media audience
  • media world
  • My Love from the Star

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management


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