THE EFFECT OF CELEBRITY WORSHIP ON PERCEIVED INTRUSIVENESS IN THE DURATION OF BTS ADVERTISING AMONG FANS

Abstract

The amount of exposure to advertising as a result of the increasing active users of social media in Indonesia can make people feel intrusive or irritated. This makes determining the duration of the ad very important. There were studies that say the longer the duration of the ad, the higher the Intrusiveness, and when the duration of the ad is too short (three seconds), that can also be very intrusive. However, with the phenomenon of celebrity worship which is a syndrome of obsessive-addictive behavior towards artists and everything related to the artists, it can criticize the results of previous research. This study uses a quantitative survey method with a total of 290 respondents who are fans of BTS (ARMY). There are also theories used in this research such as celebrity worship and the perceived Intrusiveness in ad duration. It was found that the higher the celebrity worship level, the higher the sense of not being disturbed, and there was no difference in the feeling of being disturbed between light content and heavy content. There is also a significant correlation between age and celebrity worship as well as between age and light content.