The Social Media Advertising: the Portrayal of the "Ideal Image" of Beauty Standard by Korean Celebrities towards Malaysian Youngsters

Ng, Chong Zhen (2023) The Social Media Advertising: the Portrayal of the "Ideal Image" of Beauty Standard by Korean Celebrities towards Malaysian Youngsters. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Nowadays, the emergence of Korean pop culture (commonly known as K-pop) has gained enormous traction among global audiences. Korean celebrities have been used as a marketing strategy to feature in social media advertisements to attract the consumer to purchase the product. However, the beauty standard of Korean celebrities that are portrayed in the advertisement can create a certain perception and impact to the audiences that are exposed under the “ideal image” of these celebrities in the advertisements. According to the previous research limitation, mostly of the researcher are focus on the impact of “K-pop” on purchase intention and just a paying a little attention to the audiences, perception, reaction and attitude towards the “K-beauty”, therefore the focus of this study will mainly focus on the perception of Malaysia youth towards the Korean celebrities beauty standard, in order to figure out the effects of Korean celebrities on Malaysia youth beauty standard. The study is focused on utilising quantitative research. There are a total of 150 respondents which are the youngsters that have used social media that live in Malaysia will be investigated in order to answer the research question. According to the study's findings, young Malaysians' physical appearance, size and face attractiveness are perceived as being universally valuable. This perception is influenced and associated with K-Beauty after they are exposed to the beauty of Korean celebrities in social media advertisements. The results of the study also found that there is a positive reaction identified through this existing perception such as having the motivation to get a fit body like Korean celebrities. However, the study's findings also show that there are unfavourable reactions, such as self-abase and appearance anxiety. In conclusion, this research paper will give readers a thorough grasp of Malaysian youths' perceptions of and reactions to Korean beauty standards that are portrayed in social media commercials.