Abstract
The Korean entertainment industry’s popularity and global reach has prompted private companies and destination management organizations to place Korean products and position Korea as a destination to international viewers. Korean celebrities have also been found to form positively perceived Korean beauty standards, consequently serving as an antecedent of Korean beauty product awareness and perceived beauty product quality among international audiences. Although previous studies have found that audience involvement with entertainment mediums has positively impacted product purchase and visitation, a comprehensive investigation of the audience involvement’s multi-dimensionality has yet to be conducted, specifically, on the distinction between Korean entertainment (movies, TV dramas, TV shows, etc.) involvement and celebrity worship. The present study attempts to fill the research gap by comprehensively examining the role of audience involvement with Korean entertainment, celebrity worship, brand awareness, and perceived Korean beauty product quality on product purchase intentions as well as intentions to visit Korea. A total of 327 female Indonesian Korean entertainment audiences then validated the proposed conceptual framework. The structural equation modeling results found emotional involvement, referential reflection, and entertainment-driven celebrity worshipping tendencies to be significant antecedents of Korean beauty product purchase and Korea visit intentions.
Highlights
The entertainment industry provides an avenue for content creators to capture their audience’s attention and for brands to strategically place their products, hoping to gain the undivided attention of audiences [1]
The practice of product placement is common in the Korean entertainment industry [2,3,4,5]
The 15 measurement items of audience involvement were first subjected to the principal component analysis (PCA) extraction method with varimax rotation
Summary
The entertainment industry provides an avenue for content creators to capture their audience’s attention and for brands to strategically place their products, hoping to gain the undivided attention of audiences [1]. The entertainment industry produces media in various forms, such as movies, TV programs, radio, music, dramas or series, theater performances, and many more. Dramas have been one of the most effective media to reach consumers, as the audience tends to develop deeper involvement due to the longer viewing times [9]. The national tourism development organization, the Korea Tourism Organization (KTO), resorted to Korean dramas as a medium to promote Korea’s tourism internationally [10]. The rise in popularity of Korean pop culture, where the various mediums of the Korean entertainment industry have become well-known internationally, has allowed both Korean private companies and governmental organizations, such as the KTO, to reach the international audience more effectively [11,12,13]
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