What question did this study set out to answer?

This research aims to explore how influencers’ use of profanity affects user engagement and what factors influence this relationship.

To swear or not to swear: Exploring the role of profanity in influencer marketing

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Randomized trial investigates how profanity impacts user engagement in influencer marketing, suggesting implications for content strategy.

This research aims to explore how influencers’ use of profanity affects user engagement and what factors influence this relationship.
Analyzed videos shared by influencers on a popular video-sharing platform, focusing on auditory, visual, and verbal features.
Utilized machine-learning tools to extract data pertaining to influencers’ linguistic choices and user engagement metrics.
Profanity usage is linked to lower user engagement rates, especially in categories where its use is less expected.
Negative reactions to profanity are more pronounced for female influencers and sponsored content.
An influencer's previous profanity history can lessen the negative impact, though consistent use in inappropriate contexts may worsen reactions.

Moghadam et al. (2026) studied this question.

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Randomized trial investigates how profanity impacts user engagement in influencer marketing, suggesting implications for content strategy.