The current study used experiments to investigate how “trolling” (i.e., toxic, disruptive) user comments under a social media-based advertisement influence how it is perceived. Broadly speaking, this project sought to examine the degree to which prior brand-relevant attitudinal factors influenced the relationship between negative advertisement-linked user commentary and attitudes toward the advertisement. Our results suggest that negative social media commentary does push evaluators toward negative evaluations of advertising content. However, in contrast to some of our posited hypotheses, we did not find prior attitudes toward a brand moderated this effect. Instead, we find tentative evidence that commentary environment and prior brand-relevant attitudes independently influence advertisement-relevant evaluation outcomes. The results additionally suggested that consumer involvement may play an essential role in understanding the production of attitudes toward social media advertisements.