Utilizing K-Pop Idols as Brand Ambassadors to Increase Brand Awareness in Social Media

Abstract

The high consumer interest in K-Pop has made South Korean skincare brands compete to use idols as brand ambassadors on social media. Increasing brand awareness for new brands starting their business in other countries is needed and K-Pop idols are considered capable. The research objective was to measure the influence of K-Pop Idol brand ambassadors on brand awareness by using Stray Kids boyband and Nacific skincare as case studies. Quantitative methods were used by distributing questionnaires to 100 South Korean skincare users in Indonesia. The results showed that the effect was only 11.9%, which was caused by various factors.