Blackpink as Shopee’s brand ambassador: Does it influence brand image and purchase intention?

Abstract

K-pop has become a global phenomenon recently. Many companies use them as part of marketing strategies. Shopee uses Blackpink as a brand ambassador. This study aims to identify whether there are effects of Blackpink on Shopee's brand image and customers' purchase intention. Therefore, the researchers judgmentally recruited 120 Blackpink fans as the sample. Using Structural Equation Modelling (SEM) with LISREL version 8.80 for data analysis, the researchers found that the power of the brand ambassador positively and significantly affected the brand image and purchase intention. However, in this research, the researchers have not considered the moderation of fan engagement. Future research is suggested to verify this notion. Plagiarism Check