STUDENTS’ PERCEPTION TOWARDS THE USE OF KOREAN CELEBRITY ENDORSEMENT IN TELEVISION ADVERTISEMENT

This study focuses on students’ perception towards Korean celebrity endorsement. 24 subjects were interviewed and 20 questions mainly focused on their perceptions towards Korean celebrity endorsement in a television advertisement and took 30 minutes per student. The results of the study revealed that majority of the Korean students were aware of Korean celebrity endorsement in a television advertisement and that many were influenced by the celebrity endorsing the brand. Results also showed that majority of the subjects were more aware and influenced when they had watched moisturiser type of television advertisement that involved Korean celebrity endorsement. It is hoped that further studies will focus on the consumers’ perception towards using celebrity endorsement in a television advertisement and that the Korean advertising industry can be a platform towards other countries when using celebrity endorsement as Korea advertising industry use celebrity endorsement most to advertise a product.