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All Journal Jurnal Siasat Bisnis Journal of Tourism Sustainability
Fadhlurrahmah, Sitti Nur Azmi
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Humanities Decision Sciences, Operations Research & Management Social Sciences

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Mukbang mania: exploring attitudes and parasocial relationships among viewers Hermina, Nurul; Setiadi, Iwan Kresna; Fadhlurrahmah, Sitti Nur Azmi
Jurnal Siasat Bisnis VOL 29, NO 1 (2025)
Publisher : Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/jsb.vol29.iss1.art6

Abstract

Purpose – This study aims to examine how the motivation to watch mukbang influences attitudes towards watching content and para-social relationships, which ultimately result in the intention to watch content and purchase intention using the stimulus-organism-response (S-O-R) framework.Design/methodology/approach – Using a quantitative approach, this study was conducted on 400 respondents of generation Z and millennials selected using the purposive sampling method. The data obtained were processed using structural equation modeling with SmartPLS 3.0 software.Findings – The findings of this study indicate that visual appeal, auditory elements, and content variety can influence attitude toward mukbang content, while frequency of interaction, content relatability, and engagement level influence parasocial relationships. Furthermore, attitude toward mukbang content and parasocial relationships can lead to intention to watch mukbang, which also influences purchase intention.Research limitations/implications – This study only used samples from generation Z and millennials in Indonesia, which may not be fully representative of the wider population. Future studies could explore different demographic groups or add other variables such as emotional motivation.Practical implications – The results of this study provide insights for content creators and marketers to pay more attention to visual, auditory, and content variation elements in mukbang to increase audience engagement. Strengthening parasocial relationships can also be used as a marketing strategy to increase purchase intentions.Originality/value – This study highlights the influence of viewing motivation on attitudes and parasocial relationships in the context of mukbang, which is still rarely explored in the literature. This study contributes to the understanding of digital consumer behavior, especially among generation Z and millennials.
From Social Media to Experience: A Digital Marketing Model for Tourism Destination in Bandung Regency Azzahra, Sopia Gina; Fadhlurrahmah, Sitti Nur Azmi; Suhartanto, Dwi
Journal of Tourism Sustainability Vol. 5 No. 4 (2025): (Article In Press)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jtospolban.v5i4.167

Abstract

This study develops and tests a social-media–driven model explaining how destination social-media promotion shapes destination image and attractiveness, enriches tourist experience quality, and drives in revisit intention to tourism destination in Bandung Regency. A quantitative, cross-sectional survey of recent visitors was analyzed using PLS-SEM to estimate the measurement and structural relations. Results show that social-media promotion significantly improves destination image and attractiveness; both subsequently strengthen experience quality, which emerges as the strongest predictor of revisit intention. Reliability and validity diagnostics meet recommended thresholds, and the model explains a substantial share of variance in revisit intention. As a managerial output, the paper proposes a digital tourism marketing model that operationalizes the verified pathway by integrating S-O-R with the AIDA journey—translating attention and interest captured online into desire and action, then aligning on-site delivery with expectations formed on social media to convert engagement into repeat visitation.
Co-Authors Azzahra, Sopia Gina Dwi Suhartanto Iwan Kresna Setiadi Nurul Hermina