A Study on Binge-Watching Behaviour Toward Korean Dramas among Young Adult Malay Muslim Women in Malaysia

Korean dramas have gained popularity in Malaysia, leading to increased binge-watching behaviour among viewers. This study explores Korean dramas' influence on
Malay Muslim women in Malaysia, specifically on the signs of binge-watching behaviour. Insights were gathered through semi-structured interviews with five young adult Malay Muslim women. The findings reveal how Korean dramas contribute to binge-watching behaviour among this demographic, emphasizing factors
like cost-effectiveness and accessibility of streaming platforms. The study also examines indicators of binge-watching behaviour, including emotional engagement and audience attitudes toward Korean dramas. The research also uncovers the influence of Korean dramas due to messaging, celebrity preferences, and storyline development in Korean dramas. This research contributes to a deeper understanding of the intersection between Korean dramas, streaming platforms, and binge-watching, with implications for the audience's beliefs, attitudes, and emotions in viewing Korean dramas. Future studies should further explore these topics among Malay Muslim males to better understand the diverse impact of Korean dramas on viewers' lives.