Celebrities who apologise after a scandal get a better reaction than those who deny it, study finds

Instagram users are more likely to back famous figures who show remorse and accept responsibility after a scandal, while denial and evasive statements tend to trigger the fiercest backlash

Celebrities who deny wrongdoing on Instagram after a scandal are more likely to face a hostile reaction than those who apologise and accept responsibility, new research suggests.

An analysis of crisis statements posted by 15 A-list celebrities between 2020 and 2023 found that posts showing remorse, regret and accountability attracted the most positive responses and the fewest critical comments. Denial produced the highest level of negative reaction.

The study by Corvinus University of Budapes looked at 450 of the most-liked comments posted beneath celebrity crisis statements and grouped the responses according to the image-repair strategy used, including denial, evasion of responsibility, reducing the offensiveness of the act, corrective action and mortification.

The findings suggest that Instagram works less as a quick reputation reset and more as a test of public accountability, with audiences responding more favourably to figures who appear sincere and willing to take responsibility.

The research, by Alima Maligenova and Assistant Professor Admilson Veloso da Silva of Corvinus University of Budapest, was first published in the journal Social Semiotics.

Professor Veloso da Silva said: “The overall picture is not black and white. Timing, transparency, sincerity, credibility, and the celebrity’s prior reputation matter just as much as the words themselves. 

“Audiences expect explanations, but even more than that, they expect accountability. Those who can offer it convincingly are more likely to receive support,” 

READ MORE: ‘Government consults on social media ban for under-16s and potential overnight curfews‘. Ministers are seeking public views on whether to introduce minimum age limits, restrict AI chatbots and impose mandatory screen curfews, with new powers allowing rapid legislative action.

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