<![CDATA[The global expansion of the Korean Wave (Hallyu) has increased the use of Korean celebrities in K-Beauty marketing, yet the pathway from fandom involvement to purchase intention remains unclear. This study examines a sequential model linking audience involvement, parasocial relationship, celebrity admiration, brand awareness, perceived product quality, fan identification, and purchase intention among Indonesian consumers. A quantitative cross-sectional survey involved 133 respondents aged 17 years or older who had followed Korean celebrities for at least six months and encountered celebrity-endorsed products. Data were analyzed using PLS-SEM with SmartPLS 4 through a disjoint two-stage approach. The measurement model met reliability and validity criteria after refinement. Five of seven hypotheses were supported. Audience involvement positively influenced celebrity admiration and parasocial relationship; celebrity admiration influenced brand awareness; brand awareness influenced perceived product quality; and perceived product quality influenced purchase intention. Parasocial relationship did not significantly influence celebrity admiration, while fan identification did not significantly moderate the admiration–brand awareness relationship. The model explained 39.3% of purchase intention variance. The findings highlight brand awareness and perceived product quality as key mechanisms linking celebrity-based fandom engagement to purchase intention.]]>
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