Samsung 'buzz' falls after Note 7 fiasco

Faulty batteries in Samsung's Note 7 devices have resulted in negative perceptions of the brand, according to YouGov "buzz" data.

Christoph Waltz: stars in Samsung Galaxy Note 7 ad
Christoph Waltz: stars in Samsung Galaxy Note 7 ad

On Tuesday, Samsung announced plans to permanently cease production of the smartphone. The buzz metric records whether consumers have heard positive or negative news about a brand through advertising, word of mouth or news.

Samsung’s buzz declined to a nadir of -9.7 among the public on 23 September after a week of negative coverage about its devices. That compares with a high of 9.5 earlier in the month. Buzz remained low on 9 October at -3.1.

The effect is less acute among existing Samsung customers, whose buzz score for the brand bottomed out at -6.2 on 22 September. That compares with a high of 17.3 earlier in the month. Buzz is only one metric measured by YouGov’s BrandIndex tracker.

Consumer perceptions of Samsung’s quality, consideration and purchase intent have remained stable. A YouGov spokesman noted that the figures may get worse as the recall crisis deepens and consumers become more aware of rolling news coverage. 

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).