Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
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The Reversed Effects of Advertising of Socially Controversial Products on Endorsers

  • Hwang, Seoyoung (Food Business Lab., Program in Regional Information, College of Agriculture and Life Science, Seoul National University) ;
  • Moon, Junghoon (Food Business Lab., Program in Regional Information, College of Agriculture and Life Science, Seoul National University) ;
  • Lim, Hyun Joo (Graduate School of Pan-Pacific International Studies, Kyung Hee University) ;
  • Jeong, Jaeseok (Graduate School of Pan-Pacific International Studies, Kyung Hee University)
  • Received : 2017.05.13
  • Accepted : 2017.08.09
  • Published : 2017.07.31
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Abstract

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.

Keywords

Acknowledgement

This research was supported by the MSIT(Ministry of Science and ICT), Korea, under the ITRC(Information Technology Research Center) support program(IITP-2017-2013-0-00877) supervised by the IITP(Institute for Information & communications Technology Promotion).

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