The Impact of Positive and Negative News about Celebrity Endorsers on the Consumer Behavior of Generation Z — Take the Chinese Market as an Example

Abstract

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.