The rise of deinfluencing: Brands in the new context of influencer marketing
DOI:
https://doi.org/10.34630/tth.v1i5.6227Keywords:
Influencer Marketing, Deinfluencing, Conscious Consumption, Authenticity, Digital Strategy, Digital PlatfmorsAbstract
In a digital landscape marked by the saturation of sponsored content and the growing distrust of consumers towards brands, the phenomenon of Deinfluencing emerges as a critical response to excessive and impulsive consumption. This article analyzes the origin of this movement, which questions hasty consumerism and challenges the traditional model and tactics of Influencer Marketing, helping to promote more conscious purchasing decisions. From a critical perspective, it explores the causes behind the emergence of this phenomenon, its impact on brand communication strategies, and the role of content creators in this new scenario. The proposed reflection highlights how this movement may represent not just a trend, but an evolution in the way trust, authenticity, and relevance are built within Digital Marketing.
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