Abstract
This research investigates the impact of negative publicity on purchase intentions among Indonesian Generation Z social media users and examines the effects of negative word of mouth, brand betrayal, brand attitude, brand trust, and brand advocacy. Quantitative research was conducted by collecting primary data from 158 questionnaire respondents. The nine hypotheses were tested using partial least squares structural equation modeling (PLS-SEM). The results demonstrate that five hypotheses were supported, while the rest were not. Notably, the findings refute the idea that negative publicity has a significant impact on consumers' intentions to make purchases in Indonesia's online marketplace. Brands are advised against the use of negative or controversial marketing strategies as it decreases brand trust, increases negative word-of-mouth, as well as brand betrayal. This study is designed to provide a more in-depth understanding of the importance of selecting the proper strategy and content for contentious social marketing. Businesses can avoid losses and protect their long-term viability by knowing the risks and consequences of unfavorable publicity.
Keywords: Controversial Marketing, Purchase Intention, Negative publicity, Negative Word of Mouth, Virtual Market
How to Cite:
Meivitawanli, B., Phaw, L., Athalia, T., Natalia, D. & Bakrie, N., (2026) “Debunking the ‘All Publicity Is Good Publicity’ Myth: The Detrimental Effects of Negative Publicity on Brand Trust Among Indonesian Generation Z”, Australasian Accounting, Business and Finance Journal 20(3): 6, 107–121. doi: https://doi.org/doi.org/10.14453/aabfj.v20i3.06
Rights:
In Copyright
Downloads:
Download 6 Debunking the all publicity
141 Views
35 Downloads