DescriptionI really need help with part of my dissertation, which is a Background (around 1000 words) and Literature Review Section (around 3000). I have done an essay outline for my first assessmnet it can be treated as a guide. I have got a feedback that the literature that I have included in the bullet points below is a good starting point, however it is missing ‘why’ just as much as the exact differences.”For example, what do you think it is that drives Kpop fans to support artists so strongly?”Psychology of consumer behaviour (social and psychological theories of attitude-behaviour relations, attitude formation and attitude change and cognitive and emotional psychology) (from The Social Psychology of Consumer Behaviour (Richard et al., 2002)Wallaces theory (consumer behaviour is linked directly with culture (Ruce, 2013))A. Coskun Samli (1995) further describes International consumer behaviour and compares Asian and European cultures and their differences in behaviour. Duffet (2013) believes there is a visible difference between the ordinary consumer and the fan. Description of Kpop wave and Kpop fandoms (Leung 2012). Fan wars among Kpop fandoms (Fan activism, cybervigilantism, and Othering mechanisms in K-pop fandom by Jung, Sun (2012),) , strong sense of identity (FANDOM names )What drives Kpop fans. To buy so many CDs and merch. Marketing strategies introduced by Kpop entertainment agencies (Fan meetings, gameifications, a lot of video content, In comparison to Western Pop marketing strategies.In the attachment I have included few resources that might be useful as well as questionnaire results . Maybe it will be helpful when writing the Literature Review Section. Thank you for help from advance!!!

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