The dawn of ‘Deinfluencing' as a vehicle for moral responsibility and anti-consumption

Deinfluencing reflects a novel practice by a content creator on social media that encourages followers not to buy or to buy less. In this study, we draw on fifteen in-depth interviews with TikTok users to capture their perceptions of deinfluencing, and how it affects their consumption patterns. Our...

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Bibliographic Details
Main Authors: Nina Michaelidou, Ioannis Kostopoulos, Emily Lowe
Format: Default Article
Published: 2025
Subjects:
Commerce, management, tourism and services
Marketing
Deinfluencing
Deinfluencers
Moral responsibility
Anti-consumption
Authenticity
Online Access:https://hdl.handle.net/2134/30664388.v1
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