Exploring Korean Celebrity Endorsement on Attitude towards Advertisements, Brand and Purchase Intention of Luxury Brands on Instagram

Tan, Hui Min (2025) Exploring Korean Celebrity Endorsement on Attitude towards Advertisements, Brand and Purchase Intention of Luxury Brands on Instagram. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study explores the impact of Korean celebrity endorsements on the attitudes toward advertisements, brand perception, and purchase intention of Generation Z university students regarding luxury brands through Instagram. In the digital era, social media platforms like Instagram have become pivotal in promoting brands, with celebrity endorsements acting as a key driver of consumer engagement and brand loyalty. The Korean Wave, or Hallyu, has amplified this trend, as luxury brands increasingly collaborate with K-pop celebrities to leverage their global influence and dedicated fanbase. By focusing on Instagram marketing and the role of K-pop celebrity endorsements, this research examines how these factors influence the buying behaviours of Generation Z consumers in Malaysia. Previous studies have concentrated on quantitative methods to assess celebrity endorsements' effects on consumers in various countries, but few have explored the Instagram platform and luxury brand endorsements in the context of the Korean Wave's influence. This research fills that gap by investigating the attitudes of Generation Z university students, exploring how Korean celebrity endorsements shape their perceptions of luxury brand advertisements and influence their purchase intentions. Consumers' attitudes towards advertisements and brands are heavily influenced by their emotional responses to advertisements, especially on platforms like Instagram, where visually engaging content drives purchase intentions. A qualitative approach was used, with 8 interviews of those who are young adults aged 18 to 26 who are currently studying at a university and reside in Malaysia. The results revealed a significant connection between Generation Z university students' perceptions of Korean celebrity endorsements and their behavior. Most respondents strongly agreed with the majority of the statements, indicating that these endorsements positively influence their attitudes toward advertisements and brands. They perceived the endorsements as highly effective in shaping their purchase decisions and driving their engagement with the promoted products.