An Empirical Study Of Negative Information Of Celebrity Spokespeople On Consumer Purchase Intention In The Era Of Social Media

Celebrity endorsement is basically recognized as an effective communication tool By marketers all over the world. With the development of market economy,business competition intensified,the practice of hiring celebrities as spokesperson marketing is also increasing. However,in recent years,the celebrity negative events frequently exposed to the media in the China market. These negative events often not only make effect on the celebrities themselves,but also can bring unpredictable risk to the product or brand the celebrities endorsed. Because the happen of the negative information of celebrity spokespeople is unpredictable and uncontrollable,then consider What is the effect of the negative information of celebrity spokespeople on its brands is very necessary. And the ultimate goal of enterprise management is to increase the product sales,to increase the company turnover,so the final purpose that companies hire celebrity as the spokesman is to stimulate the consumer buying behavior in order to increase sales. And measure the actual sales growth is more difficult,so most of the research were using purchase intention to measure purchase behavior.The negative information of celebrity spokespeople belongs to stimulate variables in the model.purchase intention is a variable that measure the recipient to evaluate the possibility of purchasing a products in the future. Brand attitude is the cognitive and emotional to the brand, and their effects on consumers purchase desire of consumption is directly. The research on brand attitudes and purchase intention has been relatively mature at home and abroad,but domestic research on negative information of celebrity spokespeople is not sufficient. And research make the negative information of celebrity spokesperson,brand attitude and purchase intention as a whole system is more rare. First of all,based on the propagation characters of negative information in the era of social media,from the perspective of information transmission theory,the paper discussed influence of the negative information of brand spokespers from social media on consumer’s brand attitude and purchase intention. Besides that,The paper discussed the relationship between the negative information of celebrity spokesperson and brand attitude and purchase intention based on attribution theory. This can provide a reference of research ideas about the negative information of celebrity spokespeople research for later studys,has a certain theoretical significance. It also have management revelation when Enterprises face risk control in the social media era.On the basis of reviewing and combing the literature,this research using interview method,expert consultation method,the qualitative research methods proposed in this paper,proposed the research model,and puts forward the research hypothesis. Through the empirical research methodising SPSS19.0,recycling effective questionnaire on questionnaire data for statistical analysis,the theoretical model of this study was verified. Research results show that,the number of the negative informations of brand spokesperson has a positive effect on consumer’s brand attitude change,but no significant influence on consumer’s purchase intention. Credibility of the negative informations of brand spokesperson have significant negative effects on consumer’s brand attitude change and consumer’s purchase intention. Research’s results show that the consumer personal attribution tendencies of negative information of celebrity spokesperson has a negative effect on consumer purchase intention, but the objective attribution of negative information of celebrity spokesperson has a positive influence on consumer purchase intention.So When negative events happen,enterprises should take measures to encourage consumers to do objective attribution of negative events of the celebrities,so that we can reduce the negative impact of negative information of celebrity endorsement on brand. Only part of the the relationship between communicating effect of negative information of celebrity spokesperson and brand attitude and purchase intention is validated. Based on the theory of ELM,this may be related to the unreasonable structure of samples,therefore remains to be further research. In addition,this study also verified the original brand attitude of negative information of celebrity spokesperson and consumer brand attitude adjustment. Future research can be further study in the specific regulation effect of the original brand attitude,and proposes the corresponding enterprise strategy accordingly.