Beyond Hallyu celebrity appeal: understanding celebrity attractiveness and content creativity as strategic marketing resources in Taiwan

Abstract

This study investigates how Korean content marketing creativity, characterized by novelty and meaningfulness, impacts the effectiveness of celebrity endorsements in fostering consumer attachment and driving purchase intentions. Using a two-wave longitudinal survey, three months apart, conducted in Taiwan with 311 respondents, the study demonstrates that Korean content creativity and Korean celebrity attractiveness significantly enhance attachment to endorsed brands, which in turn mediates the relationship with purchase intentions. This study contributes to Hallyu marketing literature by expanding theoretical frameworks to include content creativity and validating affect transfer theory in a culturally specific context.

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