The Rise of Deinfluencing and the Demand for Authenticity
DOI:
https://doi.org/10.34630/tth.v6i1.7281Keywords:
Deinfluencing, Influencer Marketing, Authenticity, Consumers, Conscious Consumption, Social NetworksAbstract
The evolution of social media has changed the way brands interact with their consumers. With the rise of social media’s power and the emergence of numerous content creators on social media platforms, influencer marketing has become one of the most used strategies. However, we now find ourselves in a world in which there is an overflow of advertising content and transparency is scarce. This is the background in which the concept of deinfluencing has come to exist. This concept is based on the value of conscious consumption and transparency. This concept comes with a variety of challenges to brands as they must keep up with the new needs of consumers. This article aims to examine the reasons behind the emergence and development of the concept of deinfluencing by looking at how it is affecting consumers’ perceptions and how brands must produce new strategies to meet this new need.
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