Examining the impact of social media de-influencing on audiences

Purpose This study investigates the effect of de-influencing and its related content on consumer behavior compared with influencing content. It considers the gender of de-influencers and consumers’ varied reactions to distinct types of de-influencing. Design/methodology/approach 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. Findings 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. Research limitations/implications This pioneering research introduces “de-influence” as a new dynamic in social media marketing, revealing consumers’ preference for authentic, skeptical content over traditional influencer promotions. This lays the foundation for future research on consumer behavior and brand perception in digital spaces. Practical implications Brands in trust-sensitive industries should embrace authenticity and engage with de-influencers to build trust, turn criticism into growth opportunities and align themselves with consumer value. Originality/value 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.