Influence of K-Pop Artists as Brand Endorsers and Media Exposure Behavior on Strengthening Social Media Based Brand Community

Abstract

          The objectives of this research were: 1) to study the influence of K-Pop artists as brand endorsers based on the perception of members of social media-based brand community; 2) to study the media exposure behavior of members of the social media-based brand community; 3) to study the strength of the social media-based brand community; 4) to study the factors of the influence of K-Pop artists as brand endorsers, affecting the strength of the social media based brand community; and 5) to study media exposure behavior affecting the strength of the social media-based brand community. This is quantitative research. The population consisted of people in a social media-based brand community with a K-Pop artist as a brand endorser for 1 month. The sample included 400 people. The research instrument was a questionnaire. The statistical tools used in the research were frequency, percentage, mean, standard deviation and multiple regression analysis.                                           The results of the research revealed that 1) the influence of K-Pop artists as brand endorsers, according to the perception of members of the social media-based brand community as a whole, was at a high level; 2) their media exposure behavior was at a high level; 3) the strength of the social media-based brand community as a whole was at a high level; 4) the influence of K-Pop artists as brand endorsers affecting its strength was statistically significant at the 0.05 level; and 5) the media exposure behavior affecting its strength was statistically significant at the 0.05 level.