The role of social media content creators in reputation repair: a netnographic study of Depp v. Heard

Purpose Celebrity brands increasingly leverage social media alongside traditional media to repair reputations, reflecting consumer culture theory’s focus on co-created brand meaning. Prior research overlooks social media content creators (SMCCs). The purpose of the study is to uncover and understand the role of content creators in image restoration; the netnography of the Depp v. Heard trial reveals how SMCC coverage shaped attitudes, highlighting their critical role in celebrity brand crises. Design/methodology/approach This study used interpretive, immersive netnography to explore how SMCCs influenced public opinion during Depp v. Heard. Findings SMCCs engaged by Depp’s team influenced online communities, enhancing his brand image and popularity. This strategy increased trust in SMCCs over traditional media, especially when discrepancies arose. The findings highlight the crucial role of brand authenticity and credibility in image restoration. Research limitations/implications The findings fill a gap in the literature on celebrity branding, showing how public figures can leverage social media communities sharing similar values and emotions (e.g. sympathy, outrage and indignation) to influence public opinion. Practical implications For brand managers, the findings underscore the importance of engaging with SMCCs, particularly when mainstream media fail to highlight the preferred position of a brand. The findings highlight how SMCCs facilitate image repair and reputation management, reshaping public opinion and brand perceptions. Social implications The findings extend beyond individual branding to address broader social issues, including domestic violence and the “MeToo” movement. The impact of Depp v. Heard on these movements underscores the complex interplay between media representation, public opinion and social causes. Originality/value This study examined the role of SMCCs in celebrity brand image repair, positioning them as strategic stakeholders in branding and crisis communication. Findings demonstrate their pivotal role in shaping public discourse, extending image restoration theory to digital environments, and highlighting SMCCs’ influence in co-creating dynamic processes of brand image restoration.