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The Mediating Effect of Moral Values on the Relationship between Media Exposure and Attitude on Malay Muslim Young Adults’ Akhlaq towards Korean Dramas

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  • Noor Khairin Nawwarah Khalid

    (Language Academy, Universiti Teknologi Malaysia)

  • Aida A. Rahman

    (Language Academy, Universiti Teknologi Malaysia)

Abstract

Malay Muslim young adults is one of the groups that has been largely exposed to the Korean dramas. A long exposure towards Korean dramas may influence their akhlaq. Therefore, this study aimed to assess the mediating effect of moral values on the relationship of media exposure and attitude on Malay Muslim young adults’ akhlaq towards the values in Korean dramas. 1107 respondents participated in the study. Six hypotheses are significant and accepted and one hypothesis is rejected. Media exposure, attitude, Islamic moral values and akhlaq variables are found to be related to one another. Islamic moral values variable is found to be moderate media exposure and Malay Muslim young adults’ akhlaq instead of mediating it and Islamic moral values variable partially mediate the relationship between attitude and Malay Muslim young adults akhlaq towards the values in the Korean dramas. This study proves attitude and Islamic moral values plays a role in shaping Malay Muslim young adults’ akhlaq when watching Korean dramas. Even though Islamic moral values do not mediate media exposure and akhlaq, there is still a significant and positive relationship between media exposure and respondents’ akhlaq thus cultivation theory still holds true in this present study. The study proves that Korean dramas can give positive benefits to its audiences, and it can be considered by Malaysian media bodies as an effective way to encourage Malay Muslim young adults to practice the positive values in their everyday life.

Suggested Citation

  • Noor Khairin Nawwarah Khalid & Aida A. Rahman, 2024. "The Mediating Effect of Moral Values on the Relationship between Media Exposure and Attitude on Malay Muslim Young Adults’ Akhlaq towards Korean Dramas," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(12), pages 3472-3486, December.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:12:p:3472-3486
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    References listed on IDEAS

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    1. Zhang, Ruonan & Chang Bi, Nicky & Kodzi, Papaa & Goodwin, Alana & Wasilewski, Klaudia & Mccurdy, Eiko, 2020. "From K-pop to Korean products: An investigation into the mediating effects of imitation and attitudes toward Korean culture and products," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 5(1), pages 36-48, September.
    2. Amer Aljammazi & Hilal Asil, 2017. "The Influence of Turkish TV Dramas on Saudi Consumers’ Perceptions, Attitudes and Purchase Intentions toward Turkish Products," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(1), pages 206-224, January.
    3. Hamed Taherdoost, 2016. "Validity and Reliability of the Research Instrument; How to Test the Validation of a Questionnaire/Survey in a Research," Post-Print hal-02546799, HAL.
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