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

Washington, DC · May 2025

Poster · Social

Samantha Battista
Towson University
Geoffrey Munro
Towson University

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.

Digital Media

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

Abstract

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