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The fact that a great number of non English speaking counties have not yet been under research on the diffusion and development of IMC acted as a motivation for the realisation of the study. The authors where actually motivated to extend IMC research in countries where different languages were spoken and assess the relevance and meaning of IMC in these countries.
In order to determine how IMC is perceived in non English speaking countries, the study was conducted in South Korea, one of the major global markets where English is not the dominance language. The study was based in two hypothetical assumptions...
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