The de-influencing effect

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings The rise of de-influencing has made significant ripples in the social media landscape, the relationship between consumer and brand, and the perception of traditional influencers. By challenging traditional influencer marketing processes of excessive consumption and self-interest behind incentivized content, de-influencers have progressed sustainability and mindful consumption from beyond a trend to a philosophy. Grounded in informational social influence theory, de-influencing plays a crucial role in shaping consumer behaviours and thus has a long-term impact on brand relationships, emphasizing transparency and authentic engagement. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.