Impacts of #deinfluencing on Social Media

Valeria Penttinen*, Robert Ciuchita, Susanne Pedersen

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Abstract

Traditionally, social media influencers are known for their ability to shape positive consumer responses toward products and services. However, as influencer landscape is continuously evolving, many influencers now also engage in deinfluencing – sharing negative opinions about products and services. This research aims to examine the impacts of such negative influencer communications in the context of short video recommendations. Relying on extant influencer marketing literature as well as attribution theory, this research sheds light on the deinfluencing trend by evaluating its impacts on (1) the influencers and their perceived trustworthiness and (2) the brands that are interested in collaborating with influencers engaged in sharing deinfleuncing content. The initial results from a pretest indicate that the presence of deinfluencing videos in influencer communications significantly enhances perceptions of influencer altruistic motivations and trustworthiness. This research not only provides theoretical contributions to influencer marketing literature but also offers practical recommendations for both influencers interested in sharing deinfluencing content and brands considering collaborations with such influencers.
Original languageEnglish
Title of host publicationAcademy of Marketing Science World Marketing Congress 2024
Publication date2024
Publication statusPublished - 2024
MoE publication typeA4 Article in conference proceedings
EventAcademy of Marketing Science World Marketing Congress (AMS) - Bel Ombre, Mauritius
Duration: 25.06.202429.06.2024
https://easychair.org/smart-program/AMSWMC25/

Keywords

  • 512 Business and Management

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