EAS Publisher | Exploring the Influence of Korean Wave Brand Ambassadors on Marketplace Purchase Intentions through Brand Image and Online Reviews using the Theory of Planned Behavior Approach

Exploring the Influence of Korean Wave Brand Ambassadors on Marketplace Purchase Intentions through Brand Image and Online Reviews using the Theory of Planned Behavior Approach

DOI : https://doi.org/10.36344/ccijemms.2024.v06i03.001

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This study examines the effects of Korean Wave brand ambassadors on consumer purchase intentions in online marketplaces, focusing on the mediating roles of brand image and online customer reviews. A quantitative approach involving a survey was used to collect data from a hundred respondents who are fans of the Korean Wave, employing purposive sampling based on criteria such as age, gender, and the intensity of Korean Wave content consumption. Findings indicate that while brand ambassadors significantly enhance brand image, they do not directly influence online reviews. However, brand image substantially affects online reviews, which in turn, significantly impact purchase intentions. Hence, the authors underscore the pivotal role of brand image and online reviews in boosting consumer trust and purchase intentions. Moreover, it highlights the profound influence of the Korean Wave on brand ambassadors, suggesting that popular culture is a potent tool in shaping brand image perception. These insights emphasize the importance of considering online elements like brand image and customer reviews in marketing strategies tailored to culturally influenced industries.

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