Deinfluencing: the shift that is redefining trust in brands
DOI:
https://doi.org/10.34630/tth.v6i1.7320Keywords:
Deinfluencing, Digital Influence, Trust, Consumer Behavior, Brand Communication, AuthenticityAbstract
Deinfluencing has emerged as a critical response to the saturation of influencer marketing and growing consumer skepticism toward sponsored content. This trend, which has developed primarily on short-form video platforms, challenges the traditional logic of digital influence by encouraging more conscious, critical, and informed consumer choices. This article examines the phenomenon as a structural shift in the communication ecosystem, exploring its causes, manifestations, and implications for brands. Through critical reflection, it examines how the demand for authenticity, digital fatigue, and economic pressure are reshaping the relationship between consumers, influencers, and companies. It argues that deinfluencing is not merely a passing fad, but rather an indicator of a profound transformation in public trust and expectations, requiring new communication strategies based on transparency, real value, and accountability.
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