AUDIENCE RESPONSE ON THE EFFECT OF NEGATIVE CELEBRITY PUBLICITY ON CELEBRITY ENDORSEMENT: UNDERSTANDING THE ROLE OF PARASOCIAL RELATIONSHIP ATTACHMENT AND MORAL REASONING

• Main Author: Rachmanda Putri, Marsha
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75760
• Institution: Institut Teknologi Bandung

The universal penetration of promotion and advertising has shifted from print to broadcast media, with social media becoming the main tool for marketing strategies. Celebrity endorsement has become a popular advertising tactic, as celebrities possess inherent value that creates brand recall and credibility for the advertised product. However, using celebrity endorsement is not always advantageous but also carrying risk many parties. Negative publicity resulting from celebrity misconduct can have significant consequences to profit loss the artist itself and the management. With different culture, target audience and social sanction, this study aims to investigates the fans and audience reaction to a negative celebrity publication in Indonesia context. Parasocial relationship attachments and moral reasoning plays important factor on determining the attitude towards celebrity and loyalty at the end. By examining the responses of mostly a young generation, result portrayed insights of different values and cultural influences compared to previous generations. The research provides insights into effective strategies for handling cancel culture events and managing the resurgence stage after a celebrity's downfall. This study contributes to the limited research on post-downfall strategies and offers managerial suggestions for navigating the challenges posed by cancel culture. This research employs a quantitative approach. Survey questionnaire is distributed, having 247 respondents. The data collection is a primary data utilizing purposive and random sampling techniques. The population consists of fans community of a young generations who are active on social media and stay updated with current issues. Findings shown that all the hypothesis of parasocial relationship attachment and moral reasoning is accepted except the hypothesis of decoupling. Meaning that Indonesian context, negative publicity case is happened to be mediated by individuals moral reasoning, incorporating with their parasocial relationship as the influence of deciding their moral stances. This study is useful for theoretical knowledge of parasocial relationship and cancel culture impact for marketing field. Managerial can understand its audience behavior and have better decision making on hiring endorsement for its advertising strategy.