How is deinfluence perceived by consumers and how does it impact their purchasing intentions?

Abstract

In a world where social media has radically transformed consumer behavior, influencer marketing has emerged as an essential force in brand strategies to reach their target audience (Gani, 2022; Li et al., 2020). By engaging influencers, brands can now establish authentic connections with their target audience (Leung et al., 2022). Influencer recommendations not only enhance brand trust and loyalty but also stimulate attitudes and purchase intentions towards the featured products (Leung et al., 2022). Previous research on the subject agrees that integrating influencers into a brand's communication strategy is beneficial. But what happens when influencers advise on "what not to buy"? This phenomenon, called "deinfluence," directly stems from influencer marketing and represents a backlash against traditional influencer marketing (Reed II, 2023).

Through an exploratory literature review and a quantitative study involving 194 participants, this study aims to deeply understand this relatively recent phenomenon and how it might disrupt the power of influencer marketing strategies as we know them today. During this research, experiments will be conducted to compare consumer perceptions and purchase intentions when exposed to both influence and deinfluence content. The results can then guide companies' marketing strategies, eager to maintain their relevance and authenticity in a constantly evolving environment.