Negative Publicity and Marketing Communication Sources

So Young Woo; Yvetta Simonyan

Negative Publicity and Marketing Communication Sources

University of Oxford

Research output: Contribution to conference › Paper › peer-review

Abstract

This project explored how different marketing communication sources (for example, celebrities versus influencers) affect people’s attitude towards brands and when such sources attract negative publicity. An online study (N = 99) showed that peoples’ perception of influencers is more resilient (than celebrities), where some influencer ratings did not decrease after a scandal whereas ratings for celebrities decreased. In addition, purchase intention and intention to spread Word of Mouth decreased significantly after an endorser scandal and these did not improve after an apology from the endorser. There was no significant difference between celebrities and influencers regarding behavioural intentions.

Original language	English
Publication status	Published - 11 Feb 2022
Event	Society of Judgement and Decision Making - Virtual, USA United States Duration: 9 Feb 2022 → 12 Feb 2022 Conference number: 42 https://sjdm.org/programs/2021-program.pdf

Conference

Conference	Society of Judgement and Decision Making
Abbreviated title	SJDM
Country/Territory	USA United States
Period	9/02/22 → 12/02/22
Internet address	https://sjdm.org/programs/2021-program.pdf

How do influencers and endorsers affect brand equity purchase intention?
Simonyan, Y. (PI) & Woo, S. (CoI)
1/10/19 → …
Project: Other

Cite this

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title = "Negative Publicity and Marketing Communication Sources",

abstract = "This project explored how different marketing communication sources (for example, celebrities versus influencers) affect people{\textquoteright}s attitude towards brands and when such sources attract negative publicity. An online study (N = 99) showed that peoples{\textquoteright} perception of influencers is more resilient (than celebrities), where some influencer ratings did not decrease after a scandal whereas ratings for celebrities decreased. In addition, purchase intention and intention to spread Word of Mouth decreased significantly after an endorser scandal and these did not improve after an apology from the endorser. There was no significant difference between celebrities and influencers regarding behavioural intentions.",

author = "Woo, {So Young} and Yvetta Simonyan",

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language = "English",

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AU - Simonyan, Yvetta

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N2 - This project explored how different marketing communication sources (for example, celebrities versus influencers) affect people’s attitude towards brands and when such sources attract negative publicity. An online study (N = 99) showed that peoples’ perception of influencers is more resilient (than celebrities), where some influencer ratings did not decrease after a scandal whereas ratings for celebrities decreased. In addition, purchase intention and intention to spread Word of Mouth decreased significantly after an endorser scandal and these did not improve after an apology from the endorser. There was no significant difference between celebrities and influencers regarding behavioural intentions.

AB - This project explored how different marketing communication sources (for example, celebrities versus influencers) affect people’s attitude towards brands and when such sources attract negative publicity. An online study (N = 99) showed that peoples’ perception of influencers is more resilient (than celebrities), where some influencer ratings did not decrease after a scandal whereas ratings for celebrities decreased. In addition, purchase intention and intention to spread Word of Mouth decreased significantly after an endorser scandal and these did not improve after an apology from the endorser. There was no significant difference between celebrities and influencers regarding behavioural intentions.

M3 - Paper

T2 - Society of Judgement and Decision Making

Y2 - 9 February 2022 through 12 February 2022

ER -

Negative Publicity and Marketing Communication Sources

Abstract

Conference

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Projects

How do influencers and endorsers affect brand equity purchase intention?

Cite this