The ability of expertise from celebrity characteristics is closely related to the characteristics of consumers to decide on repurchasing activities on a brand or item on the market. This study attempted to examine consumer repurchasing actions of UHT milk products produced by Ultramilk with K-POP celebrity endorsers ITZY which became the re-attention to product attitudes and advertising between consumers and K-POP celebrities. The testing of the hypothesis instrument in this study has tested the relationship between celebrity endorsements with attitudes toward products and advertising, celebrity endorsements with product repurchase intention, attitudes toward products with repurchase intention and advertising attitudes with repurchase intention for Ultramilk products. Completion of the instrument using the Structural Equation Model (SEM) analysis technique determined by the Model Fit Test and parameter test results. This study involved 110 respondents in data questionnaires. The results showed that the K-POP ITZY Celebrity Endorsement variable did not statistically impact the repurchase activity of Ultramilk UHT dairy products, so this meant a lack of Ultramilk brand building which required the company to have expertise with the media. Advertising that focuses on uniqueness and credibility is the key to finishing celebrity media in built advertisements. At the end of the study, it can provide a hope to examine indicators of cultural diversity in K-POP celebrity media advertising as a variable of fans and branding by K-POP celebrities in the future.

Fashion involvement, arousal, and pleasure have been identified as key factors influencing impulse buying behavior in the fashion industry. However, the specific emotional mechanisms through which fashion involvement drives impulse purchases remain unclear. This systematic review aimed to critically examine and synthesize the existing literature on the mediating roles of arousal and pleasure in the relationship between fashion involvement and impulse buying behavior. A comprehensive search of electronic databases (Scopus, Web of Science, PsycINFO, and Business Source Complete) was conducted following the PRISMA guidelines. Studies were included if they were peer-reviewed, empirical articles examining at least two of the key variables (fashion involvement, arousal, pleasure, impulse buying) and written in English. The methodological quality of the included studies was assessed using the Mixed Methods Appraisal Tool (MMAT). Twenty-four studies met the inclusion criteria and were included in the qualitative synthesis. The studies employed various research designs (quantitative, qualitative, and mixed-methods) and were conducted in diverse cultural contexts. The findings consistently showed a positive relationship between fashion involvement and impulse buying behavior. Moreover, arousal and pleasure were found to be significant mediators in this relationship. Fashion-involved consumers experienced heightened arousal and pleasure when exposed to fashion stimuli, which subsequently increased their likelihood of engaging in impulse purchases. The interplay between arousal and pleasure was also highlighted, with arousal influencing pleasure, which in turn affected impulse buying. Contextual factors, such as store atmosphere and social influences, were identified as important moderators of these relationships. The findings of this review contribute to a deeper understanding of the emotional drivers of fashion-oriented impulse buying and have important implications for fashion retailers and marketers. By creating arousing and pleasurable experiences for fashion-involved consumers, marketers can effectively tap into their emotional states and encourage spontaneous purchases. Future research should explore the role of individual differences, cultural factors, and digital technologies in shaping the emotional mechanisms underlying impulse buying in the fashion industry.