The Impact of Positive and Negative News about Celebrity Endorsers on the Consumer Behavior of Generation Z — Take the Chinese Market as an Example

This study examines whether positive and negative news about celebrity endorsers affects the consumer behavior of Chinese Gen Z consumers. A quantitative research was conducted to measure Changes in consumers’ attitudes, favorability, purchase intentions before after time endorsement events. The results show that whe a endorser has news, favorability towards brand as well their intention will be significantly reduced. On contrary, when there is slight, but not significant increase Z’s brand, intention.