The Influence of Online Comments Based on Individuals’ Prior Attitudes Toward a Celebrity

Poster Session I

Keyword: Digital Media

Abstract: This study examined the impact of online comments on public attitudes toward a celebrity, focusing on prior attitudes (positive, neutral, negative). Participants (N=140) viewed a negative video and were exposed to positive, negative, or no comments. Findings suggest pre-existing attitudes are stronger predictors of opinion retention than comment type.

• Samantha Battista (Presenting Author)
• Geoffrey Munro (Author)