Culture

Introducing Blink Effect

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Abstract

This study intends to explore changes that appear in influencers' image perception according to the ambassador effect, a promotional strategy for foreign brands. Based on social big data, the image of each member perceived by the public before and after being selected as an ambassador was analyzed. A specific high-end fashion brand was identified in the image perception of all members, confirming that the Black Pink members served as human brands. Only Jennie had “Chanel” in common before and after she was selected as an ambassador, in the case of Jisoo, Rose, and Lisa, it can be seen that the individual human brand image has changed by being selected as ambassadors. In the case of Jennie, it can be interpreted that she had her own strong human brand image regardless of the ambassador selection, or that Jennie’s personal image had influenced the Channel’s selection of their brand ambassador. 

Keywords: Blink effect, Black Pink, K-Pop, brand ambassador, human brand

How to Cite:

Lim, Y., Kim, H., Na, C. & Choi, Y., (2022) “Introducing Blink Effect”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13428