Uses and Gratifications of Korean Entertainment Consumption among Moroccan Fans

Abstract

In the past decade, Korean popular entertainment has gained global popularity, including in Morocco. This paper aims to explore the uses and gratifications of Korean popular entertainment consumption among Moroccan fans. To achieve this objective, a quantitative research design was adopted. The results indicate that fans of Korean popular entertainment in Morocco satisfy cognitive needs by gaining knowledge about Korean culture, fulfill social needs by seeking connections with other fans, and find escapism in this form of entertainment. The findings of this research provide valuable insights into transnational fandoms and help to understand the patterns of consumption of transnational media entertainment content in Morocco. This study contributes to the growing body of literature on the globalization of Korean popular culture and its impact on audiences in different parts of the world.