Projects per year
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.
|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
|Conference||Society of Judgement and Decision Making|
|Country/Territory||USA United States|
|Period||9/02/22 → 12/02/22|
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Simonyan, Y. & Woo, S.
1/10/19 → …