The growth of deifluencing and the implications for brands

Abstract

This study analyzes the impact of Deinfluencing on brands, i.e. whether digital influencers are strategic allies for brands or pose a risk to their image and reputation. In this context, we analyze how influencers can be a valuable strategy, provided there is a solid link between them and the brands they represent. For this reason, we analyzed in detail the importance of authenticity and how this factor is one of the key factors in building influencers' credibility and consumer trust. In communication, transparency, clarity and coherence are also crucial elements in this process. We also address the challenges and risks that companies can face. The inappropriate choice of influencers can have a negative impact on the brand's image/reputation and lead to many difficulties and crises.