The Effects of Actor Popularity on Audience’s Desire to Watch Korean Dramas

Abstract

The globalization of Korean culture, introduced to Asia from the mid-1990s to the mid-2000s, has been prominently reflected in Korean drama series and pop music, which have become favored media genres, particularly among Malaysian audiences. This study examines the factors influencing Malaysian audiences’ motivation to watch Korean dramas, focusing on the impact of actors’ popularity and other dramatic elements. Data collected from 189 participants were analyzed using SPSS version 27 and the Sobel Test, employing regression and descriptive analyses. The findings reveal a positive correlation between actor influence and audience viewing desire, with good-looking actors significantly enhancing the appeal of Korean dramas. However, Malaysian audiences prioritize compelling storytelling and plot over physical appearances. By analyzing factors such as actor appeal and narrative quality, this research highlights strategies to promote responsible media consumption, aligning with Sustainable Development Goal 12 (SDG 12). Through its insights, the study encourages audience awareness of sustainable media consumption and advocates for the entertainment industry to adopt practices that balance cultural influence with sustainable production. These efforts aim to foster a more conscious and equitable media ecosystem, contributing to long-term sustainability in global entertainment.