Thesis chapter

I am writing my master’s thesis. I have already done the introduction, but it might need some refinements. I need the theoretical chapter written because the practical part I am planning on conducting later this year. The title of the thesis is “The Relationship Between Direct Cultural Immersion and Korean Brand Affinity, Ethnocentrism, and Purchase Intentions among International Students in the Post-Covid Era (2023-2025)”.

This chapter has to contain an Integrated Theoretical Model of Cultural Immersion and Consumer Behavior which develops a comprehensive integrated model explaining how cultural immersion affects consumer affinity, ethnocentrism, and purchase intentions. Unlike a traditional theory chapter that separately reviews constructs, this chapter needs to synthesize affinity theory, ethnocentrism theory, contact hypothesis, and acculturation frameworks into a unified model specific to the international student immersion context. The chapter also needs to articulate six interconnected components: the cultural immersion context (distinguishing direct immersion from remote acculturation), the affinity development pathway, the ethnocentrism transformation pathway, product category as a fundamental moderator, prior Hallyu exposure as an expectation framework, and the complete integrated model showing how these elements interact. This chapter will serve as the theoretical foundation for interpreting the empirical findings.

I will attach the introduction I have done for you to refine if needed (it contains parts written by AI) and to avoid repetition in the main part. And also the methodological recommendations from the university that you need to follow.

The requirements are:

• AI contribution no more than 3%
• Plagiarism (similarity score) no more than 5%
• Word count no less than 5,500 words
• Citations in-text (with the reference or link in the footer)