Purpose: This study aims to analyze the influence of K-Pop idols as brand ambassadors for Ultra Milk on consumer purchase intention by examining the roles of advertising content value, influencer credibility, video attitude, brand attitude, and social shopping.

Purpose: This study aimed to analyze the effect of physical attractiveness and social attractiveness on the purchase intention of fitness products, with trustworthiness and perceived expertise as intervening variables.

Methodology/Approach: This study...