The Reversed Effects of Advertising of Socially Controversial Products on Endorsers
- Resource Type
- article
- Authors
- Seoyoung Hwang; Junghoon Moon; Hyun Joo Lim; Jaeseok Jeong
- Source
- Asia Marketing Journal, Vol 19, Iss 2, Pp 63-80 (2017)
- Subject
- socially controversial food advertisement
product placement advertisement
balance-logic theory
source credibility model
Business
HF5001-6182
- Language
- English
- ISSN
- 1598-7868
2765-6500
This study investigated the impact of advertising of socially controversial products on its endorsers and products, and the role of media in moderating the results. Using the source credibility model with 174 survey samples, advertising of controversial products as a form of product placement (PPL) was found to have negative impact on consumers’ attitude toward the endorsers. The results also confirmed that the moderating effect of media credibility on consumers when developing perceptions toward the endorsers. The results suggest marketing managers to use endorsers with careful consideration in designing advertising messages for socially controversial products, especially when delivered as a product placement on television.