When Fans Become Anti-Fans: How to Navigate Negative Influencer–Follower Relationships

The nature of influencers’ relationships with their followers is attractive to brands. However, consumers’ positive feelings for their favorite influencers are not cast in stone. If influencers become more secretive and less responsive, relationships can quickly sour and fandom can turn into hostile...

Full description

Saved in:
Bibliographic Details
Published in:NIM Marketing Intelligence Review 2025-05, Vol.17 (1), p.30-35
Main Authors: Mardon, Rebecca, Cocker, Hayley, Daunt, Kate
Format: Article
Language:English
Subjects:
Advertising campaigns
Anti-Fan Communities
Boycotts
Brand Boycott
Brand management
Brands
Campaigns
Censorship
Consumers
Cure
Endorsements
Fans (Aficionados)
Gossip
Influencer Marketing
Intimacy
Intimacy-Pact
Management teams
Marketing
Partnerships
Prevention
Professional relationships
Reputational Damage
Reputations
Responsiveness
Social networks
Success
Citations: Items that this one cites
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!