SALSABILA, Shafa Tasya; MASDUPI, Erni. The impact of behavioral participation as a mediator for emotional involvement on viewers of K-Dramas’ propensity to buy celebrity-related goods in Indonesia. Marketing Management Studies, [S. l.], v. 3, n. 2, p. 182–191, 2023. DOI: 10.24036/mms.v3i2.366. Disponível em: https://jkmp.ppj.unp.ac.id/index.php/mms/article/view/366. Acesso em: 18 apr. 2026.