Korean Celebrities Research Articles

Exploring the influence of ‘Korean Wave’ on brand loyalty: The moderating role of product type

The ‘Korean Wave’ has significantly impacted the global economy, especially in Indonesia. However, there is a gap in understanding how Korean celebrities, as brand ambassadors, influence local consumer behavior and purchase intentions. This study aims to clarify this impact using the theory of planned behavior (TPB) framework. The roles of brand attachment, brand love, and brand loyalty, moderated by product type, were examined with 194 survey respondents, and data was analyzed using SmartPLS software. Key findings indicate that brand personality significantly influences brand attachment. Customer brand engagement positively affects brand love. Brand attachment impacts both brand loyalty and brand love, while brand love strongly influences brand loyalty. Brand loyalty significantly affects purchase intentions, confirming that loyal customers are more likely to make repeat purchases. Product type only moderates the influence of brand attachment on brand loyalty, not the influence of brand love on brand loyalty. The implications for marketers are significant. Businesses should leverage Korean celebrities as brand ambassadors to enhance brand visibility and loyalty. Aligning brand personality with ambassadors can deepen consumer attachment. Creating engaging content and focusing on emotional branding can foster stronger connections. Tailoring marketing strategies to different product types and monitoring brand loyalty feedback can enhance market performance. Despite its contributions, the study acknowledges limitations, including potential demographic biases and the need for broader cultural and product category exploration in future research.

Prevalence of disturbance of body image perception and engagement in risky behaviors for eating disorders motivated by the Korean wave.

the global expansion of the Korean wave (hallyu) has led to the idealization of Korean beauty standards among fans. Celebrities share extreme diets and exercise routines through social media that help them lose weight and adhere to this standard, which has been shown in some studies conducted in Asia to significantly influence negative body image perception and risk for eating disorders. to describe the prevalence of disturbance of body image perception and engagement in risky behaviors for eating disorders among Spanish-speaking fans residing in Western countries, motivated by the Korean wave. this cross-sectional and descriptive study employed a quantitative method for data collection. The data were collected through an anonymous online survey created by the author on the Google Forms platform; the survey included demographic questions, information about exposure to hallyu, body perception, body image perception disturbance and engagement in risky behaviors motivated by the Korean wave. A total of 121 participants were recruited to answer through social network X Prevalence was then calculated for each category. a total of 67.8% of the participants reported comparing their bodies to those of Korean celebrities, and 53.7% experienced a disturbance in their body image perception after exposure to hallyu. Risk behaviors related to exercise were more prevalent among participants than were those related to eating. The majority of participants engaging in these behaviors were females aged 18 years or younger. disturbance of the body image perception and engagement in risky behaviors for EDs motivated by the Korean wave are prevalent among its fans, especially female adolescents. More research is needed to understand the extent of this influence on body image perception and the risk of ED, which have a negative impact on physical and mental health.

Incidence of Panic Disorder Diagnoses After Celebrity Disclosures of Panic Disorder in South Korea

The persistent stigma associated with mental health conditions is a major challenge worldwide. Celebrities may improve this by openly discussing their own mental health issues, potentially influencing public attitudes and encouraging individuals to seek treatment for these conditions. To evaluate the impact of celebrity mental health disclosures on the incidence and prevalence of panic disorder diagnosis in South Korea. This cohort study included the entire South Korean population from January 2004 to December 2021, as reflected in the National Health Insurance Service data. Analysis was conducted from May 2022 through January 2024. Time periods analyzed included the timeframe before (from January 2004 to December 2010) and after the public disclosures of panic disorder by 3 high-profile Korean celebrities between December 2010 and January 2012 (from January 2011 to December 2021). Monthly incidence and prevalence of panic disorder, defined by the presence of a clinical diagnosis of the condition. Trends were assessed using interrupted time series analysis with autoregressive integrated moving average models. To assess public interest in panic disorder, trends in search data were analyzed, examining the association between the timing of increased searches and changes in the incidence and prevalence of panic disorder. Data on obsessive-compulsive disorder (OCD) were included as a control. The study covered the entire population of South Korea, including 48 559 946 individuals in January 2004 and 52 593 886 individuals in December 2021. Before 2011, the mean (SD) annual prevalence of panic disorder was stable at 560 (140) persons per 100 000 persons per year. The celebrity disclosure in December 2010 was associated with higher monthly incidence rates of panic disorder, as measured by insurance claims data, changes that were observed in both the level (5.8 persons; 95% CI, 2.2-9.5 persons) and slope (0.78 persons per month; 95% CI, 0.19-1.40 persons per month) per 100 000 persons. By 2021, the observed annual prevalence per 100 000 persons reached 7530 persons, an increase of 775.6% compared with the 860 persons (95% CI, 330-1400 persons) estimated if the disclosures had not occurred. Internet searches anticipated changes in monthly prevalence with a lag of 2 or 3 months (F = 4.26, P = .02 and F = 3.11, P = .03, respectively). The celebrity disclosures had no significant association with the incidence or prevalence of OCD. In this observational cohort study, celebrity disclosure of mental health conditions was associated with a sustained reduction in stigma, as reflected in increased help-seeking behavior for the condition over more than a decade. This underscores the influential role celebrities can play in shaping public health perceptions and behaviors, offering valuable insights for the development of future mental health policies and public awareness campaigns.

Political capital and stardom in China: the transnational persona of Choo Ja-hyun

ABSTRACT Since July 2016, in response to South Korea’s announcement of its deployment of the American anti-missile system THAAD, China has barred the showing of Korean media content and the performance of Korean stars in China. While the retaliatory measure was domestically backed by the rising tide of anti-Korean nationalism, among the Korean celebrities who disappeared from the Chinese screens overnight, the Chinese public exceptionally sympathised with the Korean actress Choo Ja-hyun [Chu Jahyeon]. This article investigates what made Choo special, focusing on how she presents herself as a foreigner who ‘genuinely loves China’. It adapts Pierre Bourdieu’s capital theory to argue that this persona enabled Choo to accumulate personal political capital from the Chinese audience and, thus, mitigate, though not overcome the Chinese government’s de facto ban. This case study of Choo Ja-hyun will contribute to the growing body of scholarship on the crisscrossing of stardom and politics in China by offering a transnational perspective and bringing attention to individual stars’ agency to navigate within China’s state-market complex.

ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI BRAND AMBASSADOR TERHADAP PURCHASE INTENTION PRODUK SKINCARE DENGAN TRUST SEBAGAI VARIABEL INTERVENING PADA GENERASI Z

One of the developments that has become a trend in the current era is the trend of beauty and skin care. The group that dominates in skin care and beauty is Generation Z. This research aims to identify and analyze factors that influence purchase intentions of local skin care products branded by Korean celebrities. The object of this research is generation Z in Batam City who have purchased local skincare products that use Korean celebrities as brand ambassadors. Data analysis used in this research was carried out using Smart PLS with a total of 348 respondents. The research results show that the variables brand awareness, information quality and usefulness have a significant positive effect on trust, while the variables electronic-word of mouth and reputation do not have a significant effect.

리조트 기업의 사회적 책임 활동이 리조트 이미지와 MZ세대 고객 충성도에 미치는 영향 분석

The purpose of this study was to investigate the impact of resort corporate social responsibility activities on resort image and customer loyalty of MZ generation. Questionnaires were used total of 307 questionnaires for frequency analysis, reliability analysis and correlation analysis, confirmatory factor analysis and structural equation model with SPSS 26.0 and AMOS 23.0. The findings are as follows. First, resort corporate social responsibility activities have a positive impact on resort image. Second, resort image has a positive effect on the loyalty of MZ generation customers. Third, resort corporate social responsibility activities have a positive effect on the loyalty of MZ generation customers. Fourth, resort image is mediated in the relationship between the resort's social responsibility activities and the loyalty of MZ generation customers. Therefore, to enhance the image of resorts and the loyalty of MZ generation customers, resort corporations should develop ethical practices, investment in renewable energy, eco-friendly marketing, leveraging Korean celebrities for advertising, creating a social responsibility evaluation system for resort companies, and obtaining social responsibility certification through SNS.

Analisis Pengaruh Celebrity Trust terhadap Konstruk Kredibilitas dan Ekuitas Merek Kosmetik Lokal Indonesia

The rapid development in the cosmetics industry in Indonesia has triggered competition between companies. The marketing strategy using celebrity endorsements is one of the strategies often used by cosmetic companies. Supported by the Korean wave phenomenon in Indonesia, several local cosmetic industry companies have started using celebrity endorsements with South Korean celebrities. This study aims to determine the effect of celebrity trust on advertising credibility, brand credibility, and brand equity in local cosmetic companies that endorse celebrities with South Korean celebrities. The data in this study were obtained through online questionnaires distributed through social media. Data were obtained from 222 respondents then analysed using the PLS-SEM method. The research analysis results show that celebrity trust is positively and significantly related to advertising and brand credibility. Advertising credibility and brand credibility are positively and significantly related to brand equity.

Impression Management Komunitas Role player K-POP dalam Media Sosial Twitter

<p><em>The emergence of K-Pop in Indonesia has given rise to a rapidly evolving fan culture on various social media platforms, one of which is Twitter. Fandom communities on Twitter have, in turn, brought forth a new phenomenon: the emergence of K-Pop Roleplayer communities. K-Pop Roleplaying involves participants assuming the personas of Korean celebrities as characters in their interactions. Since players essentially 'borrow' the identities of others in this game, terms like "In Character" (IC) and "Out of Character" (OOC) have arisen, which can be explored through the same concepts found in impression management, namely the "front stage" and "back stage." This qualitative research, employing a netnographic approach, seeks to understand how K-Pop Roleplayers engage in impression management in their daily activities and how effectively they can portray the chosen celebrity characters. The study also examines the real-life impacts of Roleplay on the participants. The research was conducted using netnography methods, including observation and semi-structured interviews with five informants who are K-Pop Roleplayers.The findings of this study are as follows: K-Pop Roleplayers consider their Twitter timelines as their "front stage." The objective of their impression management is to create a positive image of the characters they portray. They achieve this through the appearance of their accounts and the content they post. The "back stage" in this context is considered to be their online accounts, and Roleplaying has a noticeable influence on the real lives of the participants. This research makes a valuable contribution to the field of communication studies, especially in the realm of social media dramaturgy.</em></p>

The Influence of Korean Celebrity as Brand Ambassador for Indonesian Skincare on Consumer Purchasing Intention

Companies in the beauty sector employ a variety of strategies to draw clients and achieve a competitive edge. In Indonesia, there has been a phenomenon of several notable local skincare brands using Korean celebrities as their brand ambassador and gaining a lot of attention. The goal of the research was to investigate how Indonesian skincare brand images are impacted by Korean celebrities as brand ambassadors and how it affects Indonesian consumer purchasing intention. This report ought to serve as a reference for businesses looking to maximize endorsements through smart branding. Quantitative method was used and Indonesian customers were surveyed. Purchase intention, brand ambassadors, and brand image are utilized as the independent and dependent variables, and are employed as the main data sources. The research's findings have revealed that Korean celebrities could have an 80.7% brand image effect on Indonesian consumers' propensity to buy, a perceived brand image impact of 24.5% on the willingness of consumers to buy, and an overall image of a brand effect of 23.4% when serving as ambassadors of a brand. Having these celebrities promote Indonesian skincare companies will boost sales and significantly impact Indonesian consumers' purchase intention. Given the study's small sample size and the fact that the majority of the participants were female adolescents and young adults, this result may be difficult to understand. Future studies should include more samples and a wider range of gender and vocations. The results of this study make it abundantly evident that Korean celebrities who represent a brand have a major impact on Indonesian customers' intentions to make purchases and perceptions of that brand. Having Korean celebrities advocate regional skincare enterprises will increase spending by consumers and influence Indonesian consumers' motivation to make a purchase.

Masculinity Symbols on Skincare Everwhite Advertisement

The South Korean entertainment industry’s popularity and global reach have prompted private companies to place advertise their products to international viewers. South Korean celebrities have also been found to form positively perceived beauty standards, consequently serving as an antecedent of beauty product awareness and perceived beauty product quality among international audiences. This article aims to unveil how male identities are constructed in masculinity symbols displayed in skincare product ads. This research examines Everwhite skincare ads as Indonesian products with South Korean actors as brand ambassadors. Findings reveal that these ads still rely on stereotypical constructs and traditional discourses of what it takes to be a man. Implications for advertising attitudes towards masculinity were found to be beauty standards. For example, men are invited to consume grooming products but are reminded to do it the men’s way. Men are also reminded of their sexual power to seduce and attract women with the aid of the product.

Pengaruh Brand Ambassador Selebriti Korea Selatan terhadap Niat Beli Produk Perawatan Kulit dan Kosmetik yang Dimoderasi Etnosentrisme Konsumen

The phenomenon of many local skincare and cosmetics companies using South Korean celebrity Brand Ambassadors has been criticized by netizens because South Korean celebrities are considered not to represent Indonesian skin and can create the perception that "Only white is beautiful". Based on this phenomenon, the author's purpose of conducting this study is to determine the purchase intention preferences of consumers in Indonesia for South Korean Celebrity Brand Ambassadors on local skin care and cosmetics brands with consumer ethnocentrism as a moderating variable. This study uses quantitative research. Respondents in this study are the users of Somethinc brand, a local brand of skincare and cosmetic product, who use Twitter actively and are aged 13 to 38 years. The data obtained from 224 respondents were processed using the PLS-SEM analysis technique with SMARTPLS 4. The results showed that South Korean Brand Ambassadors had an effect on purchase intention, but consumer ethnocentrism did not moderate the relationship between Brand Ambassados and purchase intention. Therefore, local skincare and cosmetics brands are expected to use South Korean Brand Ambassadors to increase consumer purchase intentions better. Keywords: Foreign Brand Ambassador; consumer ethnocentrism; purchase intention; local brands

The Werther effect following the suicides of three korean celebrities (2017–2018): an ecological time-series study

BackgroundThe suicide rate in Korea was the highest among the member countries of the Organization for Economic Cooperation and Development(OECD) for 2013–2016 and 2018–2020. In korea, suicide was the leading cause of death among individuals aged 10–39, and the second leading cause of death for aged 40–59. Thus, this study aimed to examine the Werther effect of the suicides of three Korean idol singers (Jonghyun: December 18, 2017, Sulli: October 14, 2019, and Hara Gu: November 24, 2019).MethodsThe study conducted Poisson regression and used the cause-of-death statistics microdata from 2016 to 2020 provided by Statistics Korea. The case periods ranged from the day of the suicide of each celebrity to 10 weeks after. The control periods were all weeks from 2016 to 2020, excluding the case periods.ResultsThe suicide rates in Korea significantly increased by 1.21, 1.30, and 1.28 times after the deaths of Jonghyun, Sulli, and Hara Gu, respectively. The Werther effect was more evident in women than men. Suicide rate among individuals aged 10–29 years was greater than those for other age groups.ConclusionsThis study confirmed that the rate of copycat suicides increased after three celebrity singers in Korea died by suicide. Nevertheless, the rate of suicide after the suicide of the three celebrity singers was lower than those in previous studies in Korea.

BRAND AMBASSADOR SEBAGAI STRATEGI MARKETING TOKOPEDIA MELALUI SELEBRITI KOREA SELATAN TAHUN 2021

Brand ambassador is a part of the marketing strategy which is currently used by several companies to promote or increase sales. Several companies has also collaborated with world leaders who are expected to be able to drive product sales and become the company’s attractiveness to the public. This research aims to describe Tokopedia’s marketing strategy with South Korean celebrity through Blackpink as their brand ambassador in 2021. This research is analyzed using the theory or concept of Celebrity Endorsement and Marketing Mix Strategy. This research is descriptive-qualitative in order to examine as systematic and accurate description of certain facts. The research results showed that with the support of celebrities and implementing a marketing mix strategy, Tokopedia has succeeded in creating sales boost and also has a good corporate image in front of the Indonesian society by involving South Korean celebrities, namely Blackpink as Tokopedia’s brand ambassador in 2021.

Korean Beauty Product Branding Trough Men: A Prestige Fulfillment For Fans

The visual beauty of entertainment actors is the main attraction for Korean popular culture products, especially beauty trends. Korean wave through beauty products offers a new discourse that beauty is not only absolute for the female but also represented through the male body. This is interesting to research because the preference for consumption patterns of aesthetic culture among Korean fans is not only for women, male fans are also objects of the Korean beauty product market. Interviews were conducted with Korean fans in Bandung, who are members of the Hansamo community and members of the cover dance by face-to-face. The results showed that South Korea successfully marketed beauty products through the perfect visual quality of Korean celebrities, instant branding, pop-up stores with attractive themes, and the provision of free testers. Korean Wave succeeded in utilizing the desire of Korean fans to consume Korean beauty products to fulfill their prestige in achieving the perfect face, fashion (style), and appearance like their idol.

The Validity of Three Neoclassical Canons on Attractive South Korean Faces

Neoclassical thinkers and artists defined several facial proportions that supposedly evaluate facial attractiveness in an objective manner. While these neoclassical canons are highly influential in Western art and beauty cultures, their influences on East Asian beauty perception are unclear. This research paper explores the relevance of three neoclassical canons on South Korean beauty standards by calculating three facial proportions of 31 attractive female South Korean celebrities and comparing the average values of each proportion with the corresponding neoclassical canon. This study presents further insight to anthropologists about the cultural influences on beauty perception. Furthermore, these findings can also help plastic surgeons offer more practical advice to clients of different ethnicities with facial features that may not conform to the beauty standards defined by neoclassical canons and clients who subscribe to different beauty standards.

Literature Review: K-Beauty Effect on Health Behavior and Korean Cosmetics Purchasing in Indonesia

Background: The K-wave popularity led to increased Korean fans in Indonesia, including other sectors of Korean products. Further, the styles of the stars, look, and culture became Indonesian people's references in fashion, ideal body shape, and food consumption patterns. However, a concern was also raised about the halal status of Korean beauty products and Indonesian health behavior to meet the ideal body shape of Korean celebrities. This study aims to understand the general perspective of the K-beauty popularity effect on Indonesian people's health behavior and cosmetics purchasing intention, including its halal issues. Method: This study was conducted by reviewing relevant research articles between 2012 to 2022 on the topic through a google scholar search engine. In total, 14 articles that meet the inclusion criteria were reviewed. Results: This study found that some adolescents that worshiped Korean idols had a negative body image and did a strict diet, heavy exercise, took weight loss pills, or did plastic surgery to meet their body goals. Further, South Korean dramas significantly affect the brand image of Korean cosmetics and further increase its purchasing intention. People's knowledge of halal cosmetics, religion, and the halal label will affect their purchasing level and preference for halal cosmetics. Conclusions: This study concludes that the emerging K-beauty trend should be balanced with the knowledge about a healthy way to gain beauty and the understanding of halal cosmetics. The stakeholder should enhance the intervention to improve youngsters' knowledge and attitude toward halal cosmetics and a healthy diet.

Analyzing the Influence of Korean Celebrities as Brand Ambassadors toward Customer Loyalty in Indonesia

K-Wave, also known as Hallyu, has taken over Indonesia, particularly among millennials. It is getting more challenging to find luxury brands that do not hire K-pop stars or Korean celebrities as their global ambassadors. Due to their promising engagement, several brands in Indonesia are currently courting Korean celebrities to become brand ambassadors. It is important to note that customers may be aware that the artist may not use products from all of the brands. Consequently, brands in Indonesia continue to employ Korean celebrities as brand ambassadors. Developing strong brand loyalty is one strategy to achieve success in a market that is saturated with competitors and where the costs of switching from one seller to another are very low. To cultivate consumer loyalty, brands should give opportunities for consumers to engage in activities they enjoy. Young Indonesians were attracted to K-pop because it gave them a sense of escape and community. Whether through personality congruence between the company and the celebrity or through fan engagement, leveraging Korean celebrities to create customer loyalty for brands in Indonesia. This research mostly employs quantitative methods to collect data. A questionnaire-based online survey will serve as the research tool. Respondents were offered a series of questions requiring multiple-choice, likert-scale, and short-answer responses. The survey was made accessible to respondents via multiple online platforms. Due to the widespread circulation of survey links via the internet, a screening question was necessary to validate that respondents are qualified to finish the survey. The screening questions determined whether or not respondents had purchased products or services from the brand whose brand ambassadors are Korean celebrities. In order for their future survey response to be valid, the requirement must be met. According to the data analysis results, personality congruence and fan engagement have a significant impact on strengthening customer brand loyalty through brand attachment and brand love. The majority of respondents believe that Korean celebrities are attractive and that purchasing their endorsed products is a sort of support for them. The results of this study also indicated that the type of items purchased had no effect on consumer loyalty. Therefore, brands in Indonesia are not required to develop a marketing strategy that is especially targeted to their products. Implementing brand matching and gamification techniques, as well as developing an exclusive ecosystem for their products, are a few things Indonesian companies should do if they want to maximize the impact of Korean celebrities as brand ambassadors.

Analyzing the Influence of Korean Celebrities as Brand Ambassadors toward Customer Loyalty in Indonesia

Analyzing the Influence of Korean Celebrities as Brand Ambassadors toward Customer Loyalty in Indonesia

PENGARUH BRAND AMBASSADOR AKTOR KIM SEON HO TERHADAP MINAT BELI KONSUMEN PRODUK SKINCARE EVERWHITE DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING

The more sophisticated the technology for disseminating information, the faster the flow of information will reach the public. People nowadays are fond of Korean culture thanks to information procurement access and speed. Companies are following the trend and using Korean celebrities as their brand ambassadors; Everwhite, an Indonesian skincare company, is one of them. The objective of this explanatory research is to identify the effect of brand ambassador on the purchase intention of Everwhite consumers with the mediation of brand image. Using non-probability sampling method and purposive sampling technique, 100 people who know about Kim Seon Ho and Everwhite were selected as the sample. The results of the data analysis in SPSS 26 have led to findings that brand ambassador has a positive and significant effect on brand image and purchase intention, that brand image positively and significantly influences purchase intention, and that brand image does not mediate the effect of brand ambassador on purchase intention. The results of this study are effective in increasing buying interest from potential Everwhite consumers.

Performing whiteness: skin beauty as somatechnics in South Korean stardom and celebrity

ABSTRACT Most South Korean stars and celebrities show glowing flawless skin with a bright tone, which is termed mibaek and constitutes the core imagery of ‘K-beauty.’ Korean media plays a big part in validating this skin beauty norm by producing and mediating an idealised ‘televisual skin.’ While skin whitening has been interpreted in a colonial or westernised sense, this article defines mibaek as a somatechnics of constructing stardom and explicates it in a Korean media context. Based on observations on star and celebrity image in television dramas, reality TV and K-pop, and in-depth interviews with media and beauty practitioners, this article explains how Korean stars and celebrities employ skin beauty as somatechnics in five ways to: deliver romantic narratives; express a fantasy-like persona; attain extraordinariness; embody trans-Asian sensitivity; and negotiate femininity. This study reveals that mibaek allows stars and celebrities to present their bodies in particular ways, including via fan labour, to be desired by audiences. The study concludes by suggesting more areas for further inquiry on the construction of skin beauty in the Korean star industry.