The relationship between fans and K-pop Idols influences their consumption. Therefore, a K-pop Idol is categorized as a brand based on human brand theory. Moreover, the digital era affects their lifestyle. This research aimed to assess K-pop Idol fans’ compulsive buying who use SNS in their daily activity. Survey responses were collected from an online sample of 268 K-pop idol fans in Indonesia. The methods were evaluated using software (smart PLS 3) to test the hypothesis. The authors found that K-pop addiction, upward social comparison, and SNS usage have a direct effect on compulsive buying. This study also found that there is an indirect effect of K-pop addiction that mediates between SNS usage and compulsive buying. Future research should include psychological variables that can influence compulsive buying, use a bigger sample, and focus on a specific human brand. This paper provides insight for future brand marketing in Indonesia. This study can be considered the first to examine the relationship between upward social comparison, SNS usage, and K-pop addiction, specifically concerning compulsive buying, by referencing the variable of brand addiction to K-pop addiction using Human Brand Theory (Thomson, 2006).
Murti et al. (Wed,) studied this question.