What is it about?
Based on informational social influence theory, we conducted three experiments to investigate how consumers perceive and respond to de-influencing: the first explores consumer perception of social media de-influencers compared to influencers; the second examines the effect of de-influencers’ gender and the last compares consumer attitude toward various types of de-influencer content.
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Why is it important?
Consumers find de-influencers more credible than “traditional” influencers. De-influencing messages significantly affect attitude and purchase intention. The de-influencing creator’s gender does not affect brand attitude, perceived message effectiveness or perception. However, de-influencing video content influences attitudes toward brands and video effectiveness. Messages focusing on ethics and health elicit more negative perceived attitudes toward the brand.
Perspectives
Our study represents pioneering research in the emerging field of de-influencing, filling gaps in the literature and offering a comprehensive contribution to social media research.
Dr Omar S. Itani
Lebanese American University
Read the Original
This page is a summary of: Examining the impact of social media de-influencing on audiences, Internet Research, February 2025, Emerald,
DOI: 10.1108/intr-04-2024-0574.
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