Exploration of the K-Pop brand ambassador phenomenon in the food industry
Keywords:
Brand Ambassador, FoMO, K-Pop, Marketing Strategy, Purchase DecisionAbstract
This research investigates the impact of K-pop brand ambassadors on consumer behavior within the Indonesian food industry, focusing on collaborations between renowned K-pop idols and food brands like Oreo and Lemonilo. These partnerships tap into the immense popularity of K-pop, leveraging fan loyalty and cultural influence to drive consumer engagement. The study explores how these collaborations shape brand image, foster emotional connections, and stimulate purchase decisions, especially under the influence of Fear of Missing Out (FOMO). Using a qualitative approach, data from interviews with Indonesian fans reveal the psychological and social factors underlying these purchasing behaviors. This research contributes to understanding the efficacy of K-pop brand ambassadorship in modern marketing strategies, particularly in markets influenced by fan-driven consumer culture.
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