Negative Publicity and Marketing Communication Sources

Research output: Contribution to conferencePaperpeer-review


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 languageEnglish
Publication statusPublished - 11 Feb 2022
EventSociety of Judgement and Decision Making - Virtual, USA United States
Duration: 9 Feb 202212 Feb 2022
Conference number: 42


ConferenceSociety of Judgement and Decision Making
Abbreviated titleSJDM
Country/TerritoryUSA United States
Internet address


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