The Impact of Influencer Endorser’s Negative Publicity on Customer Perceptions: The Role of Endorser Type and Level of Expertise

Objectives The objectives of this study were to explore and compare impact of influencer and celebrity endorser’s socially unacceptable behavior on brand attitudes and purchase intentions and to understand how the level of endorser’s expertise affect consumer reactions to negative endorser publicity. Furthermore, the third objective of this study was to investigate the possibility that the negative impacts on brand attitudes and purchase intentions may spill over to another brand from the same company. Summary Advertising system is becoming increasingly digital and social, which has increased brands’ interest to hire social media influencers to promote them. However, the results of previous studies are inconsistent regarding what factors might make influencers more effective endorsers than celebrities. Furthermore, it is unclear how customers react to negative influencer endorser behaviour. An experiment (N=146) introduced hypothetical celebrity vs. influencer endorsers with a high vs. low level of expertise. Brand attitudes and purchase intentions towards technology brands were asked before and after endorser scandal. Conclusions Influencer was more effective endorser than celebrity, and endorser with a high level of expertise was more effective than endorser with a low level of expertise. The brand endorsed by the influencer experienced significantly higher purchase intentions and brand attitudes before negative endorser information. Endorser scandal led to significantly higher purchase intentions towards the brand endorsed by the influencer and significantly higher brand attitudes towards the brand endorsed by the endorser with a high level of expertise. However, the results found no difference in effectiveness between the influencer and celebrity who had the same level of expertise. In addition, endorser scandal led to significantly lower attitudes and purchase intentions towards the same company’s another brand that did not have endorser