Do celebrity controversies turn away consumers or attract them?

Celebrity controversies are nothing new and they no doubt tend to have an effect on the brands they work with or the work celebrities do in the future. Research by YouGov Realtime Omnibus last month found that 62% of baby boomers in Indonesia are less likely to consume the work of a celebrity who is in the news for controversial reasons. This includes watching their sporting events, movies or TV series in which they appear.

Meanwhile, 37% of Gen Z in Indonesia are also less likely to do so. Millennials, on the other hand, are more likely (39%) to watch work produced by celebrities who have been embroiled in controversy.

As for the proportion of Indonesian consumers influenced by celebrity endorsements, data from YouGov showed that 93% of Indonesians said celebrity endorsements influence their purchases like businesses with a moral message. Only 1% disagreed with this. Meanwhile, 51% of Indonesian women tend to be influenced by celebrity endorsements, while 44% of men said the same.

yougov indonesian consumers

Like their Indonesian counterparts, most Malaysian shoppers (86%) are influenced by celebrity mentions when shopping, and this is more common among women (32%) than men (28%). On the other hand, men in Singapore are more likely than women to be influenced by celebrities when it comes to the things they buy (20% vs. 17%). That said, baby boomers in Singapore are also less likely to watch content featuring personalities embroiled in controversy, much like those in Indonesia.

Yougov Malaysian consumers


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