Analysis of the use of EXO Brand Ambassador on Scarlett Whitening Instagram Social Media

Having celebrities as brand ambassadors has become a common strategy used by brands to strengthen their brand image on social media. EXO's presence as brand ambassador for Scarlett's bleach on the Instagram platform. The purpose of this study is to analyze the use of EXO brand ambassadors, the focus of this study is on content involving EXO on Scarlett whitening Instagram. The theory of this research is Brand ambassador theory which will help in developing an understanding of the dynamics of the relationship between celebrities, brands, and consumers in the context of social media. The research method is qualitative using content analysis. The findings that the use of EXO Brand Ambassador EXO's presence as a Brand Ambassador successfully attracts the attention of Instagram users, increases interaction, and expands the reach of Scarlett Whitening products. Scarlett Whitening utilizes transference, congruence, credibility, attractiveness, and also power.