SHS Web Conf.
Volume 155, 20232022 2nd International Conference on Social Development and Media Communication (SDMC 2022)
|Number of page(s)||5|
|Section||Media Communication and Analysis of Social Hot News|
|Published online||12 January 2023|
The Impact of Positive and Negative News about Celebrity Endorsers on the Consumer Behavior of Generation Z — Take the Chinese Market as an Example
City University of Hong Kong, Tat Chee Avenue, Kowloon, Hong Kong SAR, China
* Corresponding author: firstname.lastname@example.org
This study examines whether positive and negative news about celebrity endorsers affects the consumer behavior of Chinese Gen Z consumers. A quantitative research was conducted to measure Changes in Chinese Gen Z consumers’ attitudes, favorability, and purchase intentions before and after the time of positive and negative celebrity endorsement events. The results of the study show that whe a celebrity endorser has negative news, Gen Z consumers’ favorability towards the endorser and the brand as well as their purchase intention will be significantly reduced. On the contrary, when a celebrity endorser has positive news, there is a slight, but not significant increase in Gen Z’s favorability towards endorser and the brand, and their purchase intention.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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